THE OUT OF HOME PROJECT
|Category||C03. Dynamic Digital Screens|
|Title||THE OUT OF HOME PROJECT|
|Product/Service||SHELTER FOR HOMELESS|
|Entrant||PRIME WEBER SHANDWICK Stockholm, SWEDEN|
|Idea Creation||PRIME WEBER SHANDWICK Stockholm, SWEDEN|
|Media Placement||PRIME WEBER SHANDWICK Stockholm, SWEDEN|
|PR||PRIME WEBER SHANDWICK Stockholm, SWEDEN|
|Production||BANNERBOY Stockholm, SWEDEN|
|Hannes Kerstell||Prime||Client Director and PR Strategist|
|Jennie Körnung||Prime||Project Manager|
|Hanna Belander||Prime||Creative Director|
|Felix Holfve||Prime||Art Director|
|Robin Wiman||Prime||Art Director|
|Daniel Wahlström||Prime||Media Specialist|
|David Klagsbrun||Clear Channel||PR and Communications Director|
|Ola Klingenborg||Clear Channel||CEO Clear Channel Northern Europe|
|Charlotte Lindqvist||Bannerboy||Executive Producer|
|Alexander Falkhammar||Bannerboy||Creative Developer|
Write a short summary of what happens in the digital or ambient execution or campaign.The winters in Sweden can be cold – and at extreme temperatures the risk for fatal frostbites increases. Therefore, temporary shelters open up all around Stockholm when temperatures drop below -7 degrees. The problem is that too few know that they exist and where they are located, which results in that too few find their way to the shelters. So, we turned Clear Channel’s network of digital billboards into an emergency system. When the temperature dropped to negative 7 degrees or colder, the screens directed homeless people to their closest emergency shelter. By using real-time data and GPS coordinates, collected from a number of organizations and institutions.
Cultural / Context information for the juryThere’s an increasing number of homeless people in Sweden. The City of Stockholm has decided that, when the temperature drops to negative 7 degrees, the city, the church and local charity organizations will come together and open up emergency shelters. Therefore, we saw an opportunity to use digital out of home media.
Tell the jury about the animated / interactive / dynamic component of the work.We created an emergency system that, based on data from a number of organizations and institutes, shows the way to the closest open shelter for those who are homeless. Weather data, distance and time customized the information that was shown on the digital screens. They directed people to their closest emergency shelter, to where they could find free breakfast and other useful real-time information, such as where they could go for a special event during Christmas.
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