THE CLOCK IS TICKING

TitleTHE CLOCK IS TICKING
BrandNORSK VIND
Category B05. Use of Ambient Media: Large Scale
Product/ServiceONSHORE WIND
Entrant TRY REKLAME Oslo, NORWAY
Idea Creation TRY REKLAME Oslo, NORWAY
Media Placement TRY REKLAME Oslo, NORWAY
PR TRY REKLAME Oslo, NORWAY
Production MOTION BLUR Oslo, NORWAY
Credits
Name Company Position
Kenneth Lamond TRY Senior Creative
Even Moseng TRY Senior Creative
Ulrikke Wiik TRY Råd Project Director
Hallvard Vaaland TRY Creative
Mathias Sandvik TRY creative
Sindre Beyer TRY Råd Senior Advisor
Kristine Eikenes TRY Råd Senior Advisor
Karen Vaksdal Madsen TRY Apt Digital Producer
Niclas Hellborg TRY Apt Digital Designer
Edmundo Davasca Cruz TRY Apt Developer
Marion Berg Odvén TRY Opt Head of Video/Audio
Rachel Follesøy Myksvoll TRY Opt Performance Marketing Manager

Why is this work relevant for Media?

To get the climate perspective back into a very volatile and one-dimensional wind power debate in Norway, we built a 12,5 meter big climate clock, that counted down toward 2030 – the date UN scientists have given the world to cut its emissions in half. And then we put the climate clock where it belongs: In nature. Specifically in Høg-Jæren, Rogaland in Norway. We then live-broadcasted this downward counting climate clock on digital adshels in Norways biggest cities, as well contextual banners and programmatic banners. (also suported by other mainstream media like TVC and Print)

Background

Onshore wind is a hot topic in Norway, as it is in other European countries. And although there are many aspects to consider when making intrusions in nature, the climate crisis and onshore wind's significance in the worlds need for clean energy, were arguments that had been drowned out by the noise made by loud anti-wind protesters. Our objective was therefore to put the climate crisis and our need for clean energy - in which wind's importance is undisputed - back in the national wind debate. And since time is running out, we had to make a big impression.

Describe the creative idea / insights (30% of vote)

Onshore Wind is a very polarizing topic in Norway. However, the anti-wind protests had become so loud and volatile, that nobody in favor of wind dared to voice an opinion in fear of reprisals or ridicule. Not politicians, not business leaders, not regular people. Protesters of onshore wind always point to other energy solutions, but no other clean energy is as effective NOW as onshore wind. And the world doesn't have time to wait for a "better" solution. So we gave the people of Norway the simplest argument: TIME. In order to put the climate back on the agenda, we built an 15 x 3,5 meter large Climate Clock, counting down to 2030, the year we need to have cut the worlds emissions in half. Then we put it where we should be bulding wind turbines, in nature. To show what we need to protect, not destroy.

Describe the strategy (20% of vote)

In order to get get mass attention to a clock placed in a remote area, we decided to keep the outtakes simple, and focus on our key visual asset, the clock itself. We therefore live broadcast the climate clock on digital media channels, with a simple messaging, to underline the urgency of the matter. Since Norway is a relatively small country, and this was a national matter that affected everyone locally, the target audience was everyone Norwegian above voting age. We also bought key search words and had topical and programmatic banner ads targeting people interested in aligning topics. To build on the campaign, we also put up a second clock on a building on the busiest street in downtown Oslo, right next our national parliament, which stirred up the debate even further.

Describe the execution (20% of vote)

We wanted the clock to be big, to make a greater impact. But also important to signal that yes, a wind turbine will make it's mark on nature, so we couldn't "hide" the fact that this would be highly visible. On the contrary. We wanted the clock to stand as symbol of us as doing what is not necessarilly popular, but what needs to be done in order to preserve what we all need. So we had to do it for real. 15 x 3,5 meters of steel and LED-lights in Norwegian nature, live-monitored and broadcasted to all of Norway.

List the results (30% of vote)

The total average of Norwegians negative to onshore wind declined, from 41% to 34% after the campaign, while the the share of positives, from 43% to 50, which clearly shows a positive shift in toward onshore wind throughout the country. Data submitted by Respons Analyse responsanalyse.no