Title | MIDNIGHT SUN |
Brand | 7-ELEVEN |
Product/Service | CONDOMS |
Category |
B06. Retail |
Entrant
|
REITAN CONVENIENCE Oslo, NORWAY
|
Idea Creation
|
MORGENSTERN Oslo, NORWAY
|
Credits
Torkild Jarnholt |
Morgenstern AS |
Creative |
Bjørnar Buxrud |
Morgenstern AS |
Creative |
Mona Larsen |
Morgenstern AS |
Project manager |
Ole Hustad |
Morgenstern AS |
Account executive |
Philip Notland |
Morgenstern AS |
Art Director |
Ole-Jørgen Ramstad |
Morgenstern AS |
Designer |
Erlend Westnes |
Morgenstern AS |
Director |
Sebastian Prestø |
Morgenstern AS |
Creative |
Anders Holm |
Morgenstern AS |
Creative |
André Gidoin |
Morgenstern |
Creative |
Cultural/Context information for the jury
Many Norwegians feel they have a lot of things to be proud of. Unfortunately, using condoms is not one of them. In fact, we have one of the highest rates of chlamydia in Europe. More than 80% of all condoms are sold between 00 and 03 on the weekends, and 7-Eleven is one of the few places people can get protection when the need occurs.
Idea:
We decided to remind the Norwegian people that 7-Eleven has condoms in an untraditional way - We used our national pride against ourselves and created a campaign telling tourists to protect themselves from the locals by buying condoms.
Results:
With a very modest budget the campaign reached 40% of the population in Norway. The Land of Chlamydia also became a reference point in a national debate about why so many Norwegians neglect to protect themselves.