Title | THE OUT OF HOME PROJECT |
Brand | CLEAR CHANNEL |
Product/Service | SHELTER FOR HOMELESS |
Category |
E01. Standard Sites |
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
|
Credits
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 jury
There’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.
Explain how the work innovatively used the outdoor medium.
We used Clear Channels whole network of billboards to create an innovative solution. It’s not your regular ad, it’s a utility for the homeless. It’s an emergency system that could only have been made possible by the new technology in digital out of home displays and by utilizing the whole network of them.