| Title | LOST & SOLD |
| Brand | SL – STOCKHOLM PUBLIC TRANSPORT |
| Product/Service | PUBLIC TRANSPORT |
| Category |
E02. Ambient Outdoor |
|
Entrant
|
EHRENSTRAHLE Stockholm, SWEDEN
|
|
Idea Creation
|
EHRENSTRAHLE Stockholm, SWEDEN
|
|
Production
|
HERMAN CAROAN Spånga, SWEDEN
|
Credits
| Jakob Elmgren |
Ehrenstråhle |
Art Director |
| Joakim Estemar |
Ehrenstråhle |
Copywriter |
| Åsa Von Yxkull |
Ehrenstråhle |
Production Manager |
| Anna Lennström |
Ehrenstråhle |
Business Director |
| Anna Mattsson |
Ehrenstråhle |
Social media manager |
| Johan Nerman |
Ehrenstråhle |
Copywriter |
| Lars Carlsson |
Ehrenstråhle |
Graphic Designer |
| Satany Doughouz |
Ehrenstråhle |
Graphic Designer |
| Marcus Bjurman |
Ehrenstråhle |
Creative Director |
| Amanda Rosenkrantz |
Ehrenstråhle |
Event manager |
| Tanja Peltoarvo |
Ehrenstråhle |
Art Director intern |
| Linda Engström |
Ehrenstråhle |
Graphic Designer |
Cultural / Context information for the jury
Despite being 100% green and 97% on time, SL have low approval rate amongst their target group: Stockholmers, 15-65 years old. Therefore, we took the strategic decision to shift focus from SL and it's service, to a question people might care more about: their lost goods in the public transport system. This was also backed by the fact that their lost and found department is the only entity within SL that actually recieves good PR from time to time.
All goods where sold at the price of 32 SEK (about 3 EUR) – the price of an SL ticket.
The idea leveraged the environmental sensibility that the creative world of second hand shops offer. Something Stockholmers are known to love.
Please outline the innovative elements of the work
The Stockholmers would expect SL to plaster the city with traditional billboard advertising that talks about it's service. Instead, we opened a second hand pop up-shop that sold items passangers had lost in the public transport system. This is completely unheard of in this category.
With a media budget of 3400 EUR, we managed to get thousands of people to our pop up store in the middle of the Stockholm public transport system – and experience something completely new.
Is that your sewing machine from the 70s? Is that your 90s DVD-box? The discussion about SL changed. It was no longer about delayed trains – it was about all the peculiar items being sold at our shop and the strange idea of even opening one.