Category B04. Branded Content / Podcasts
Idea Creation TRY REKLAME Oslo, NORWAY
Idea Creation 2 EQUINOR Fornebu, NORWAY
Media Placement IUM Oslo, NORWAY
Name Company Position
Susanne Hovda TRY Copywriter
Marius Aasen TRY Art Director
Sven Jensen TRY Account Director
Mona Løkke-Eames Try Project Manager
Kamilla Weinhart TRY Graphic designer
Henrik Habberstad Equinor Creative Director
Irene Kvame Pedersen Equinor Senior Consultant Brand Management
Kristin Norli Schibsted Content producer
Kristin Mehlum Schibsted Video producer
Cathrine Jarning IUM Media director
Pål Schultz TRY Opt Social media advisor
Marianne Strandly APT Motion Motion producer
Rebecka Taule APT Motion Motion designer
Annette Werner APT Producer, digital production
Jan Behrens IPSOS Market Strategy & Understanding - Corporate Reputation

View Script

Write a short summary of what happens in the radio or audio work.

The audio file attached is an excerpt from one of the six episodes in the native content Podcast Series “Explained”. The episode is titled: "What does it take to solve the climate challenge?" The podcast was published directly in the feed of Norway's largest news podcast “Forklart”, which translates to “Explained”. All six episodes aim to explain and explore one of the biggest challenges of our time: climate change. The series invites guests and experts from both within and outside Equinor. In this excerpt, we hear our host Kristin Norli introducing the topic for this episode, while she talks about the subject in an understandable way. We also hear the director of Bjerknes Center for Climate Research in Bergen, who has been researching climate change for more than 20 years.

Translation. Provide a full English translation of any audio.

(Listen to attached excerpt from Episode 4: What does it take to solve the climate challenge?) Kristin: Norwegians are becoming increasingly climate-conscious. We eat less meat, we say we want to fly less, and we drive electric cars and recycle our trash. But this alone is not enough. Things have to happen on a larger scale. What is really needed if we are to solve the climate challenges? This episode of Explained Advertiser Content is from Equinor. Tore: …so it is not enough to fly less and believe that you save the climate, it is not enough to replace a fossil car with an electric car and believe that you save the climate, and it is not enough to replace a meat meal with a vegetarian meal, and believe that it saves the climate. Everything must be done at once. Kristin: This is Tore Furevik who's talking here. He is director of the Bjerknes Center for Climate Research in Bergen, and he has been researching climate change for over 20 years. He says that the UN Climate Panel and the latest reports are very clear: we must use less fossil fuels, and we must get startet with methods to take carbon dioxide, ie CO2, out of the atmosphere. Tore: If we continue to base our energy consumption on fossil sources, we have to capture the CO2, so that it does not go into the atmosphere. And that means that the industrial processes must be able to be done without CO2 emissions. Kristin: Today, the world is still dependent on fossil fuels. There is a lot going on in renewable energy, but the transition is not fast enough. Therefore, it is absolutely necessary that we do everything we can to reduce CO2 emissions, and then there are two things in particular that will be important; In this episode, we will focus on carbon capture and storage, and we will take a closer look at why forests play such an important role in the fight against climate change.

Please outline the innovative elements of the work

Publishing fully advertiser-funded podcast episodes in the RSS Feed of an established editorial podcast has never been done before, across the Schibsted Universe. Nor has it, to our knowledge, been done by any other major Norwegian media house. The format was developed from scratch and the initial idea as well as the script, the storytelling, the interviews and the production was all done in-house – in close collaboration with Equinor. What made this campaign universe unique, was how the campaign outlets, whether it be the outdoor, Snapchat stories with quizzes and polls or native Articles in the news media, aimed for the same goal: To attract attention to and get listeners for a different advertising platform – the advertised episodes published in Forklart ́s podcast feed.