THE OUT OF HOME PROJECT

Short List
TitleTHE OUT OF HOME PROJECT
BrandCLEAR CHANNEL
Product/ServiceSHELTER 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
Name Company Position
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.