| Title | THE EMOTIONAL BILLBOARD |
| Brand | MIND |
| Product/Service | MENTAL HEALTH ORGANIZATION |
| Category |
E01. Standard Sites |
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Entrant
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TBWA\STOCKHOLM, SWEDEN
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Idea Creation
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TBWA\STOCKHOLM, SWEDEN
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Production
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MORE DIGITAL STUDIOS Stockholm, SWEDEN
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Production 2
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NORDISKA NEON & DIOD Västerås, SWEDEN
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Production 3
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VEKTORGRAFIK Stockholm, SWEDEN
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Credits
| Lina Franzon |
TBWA Stockholm |
Copywriter |
| Alexander Fredlund |
TBWA Stockholm |
Art Director |
| Anna Boberg |
TBWA Stockholm |
Copywriter |
| Annika Molnar |
TBWA Stockholm |
Account Director |
| Kalle Widgren |
TBWA Stockholm |
Creative Director |
| Sofia Swedenborg |
TBWA Stockholm |
Digital Director |
| Tobias Bergenwall |
TBWA Stockholm |
R&D / Producer |
| Louise Sallander |
TBWA Stockholm |
PR strategist |
| Fanny von Pongracz |
TBWA Stockholm |
Designer |
| Christian Styffe |
TBWA Stockholm |
Designer |
Write a short summary of what happens in the ambient or digital execution or campaign.
Mind really helps people. We needed to not only tell people that, we needed to show them. But a traditional billboard is quite static, so we decided to rebuild it and really take advantage of its electricity. We tore out the inside of the site and made it completely see-through. And installed the LED-lit word DEPRESSION. Something that makes quite the impression in mid-November when Stockholm is at its darkest.
Through a custom-made code, we connected the Mind Help Forum to the billboard. When people wrote a post about that topic (Depression) in the forum, the strength of the LED-lit word faded – illustrating what actually happens when people get to write about their deepest, darkest feelings – they fade, they lose their strength.
Cultural/Context information for the jury
Mental health issues are a major – and growing – problem in Stockholm, especially among teenagers and young adults.
Because of the younger target group, the Swedish non-profit organization Mind decided to open an online forum where volunteers and professionals could help people suffering from mental health problems. And an online forum is especially suitable, because research shows that writing about problems is a great way to actually get things off your chest – and feel a little bit better. The dark and heavy feelings fade and let go when you’re able to write (and talk) about them.