Title	THE BUMPY ROAD MUSIC BOX
Brand	NORWEGIAN ROAD ASSICIATION
Product/Service	POLITICAL AWARENESS
Category	B01. Use of Ambient Media: Small Scale
Entrant	ANTI Oslo, NORWAY
Idea Creation	ANTI Oslo, NORWAY
Production	ANTI Oslo, NORWAY
Post Production	ANTI Oslo, NORWAY

Name	Company	Position
Nina Bugge	ANTI	Art director/ director/ copy writer
Gerd Stangeland	ANTI	Art director/ set designer/ copy writer
Torstein Drogseth	ANTI	Account director
Nora Gauslaa	ANTI	Account Manager
Tom Andre Engli Storsveen	ANTI	Brand Strategist
Vivian Ramfjord	ANTI	Motion design
Linn Engen	ANTI	Producer
Kenneth Pedersen	ANTI	Photo
Benedicte Bølling	ANTI	Producer
Reiel Lien Bruland	Motion air	Drone footage
Ruben Anda	Ruben Anda	Edit

Why is this work relevant for Brand Experience & Activation?

Far too long have our politicians overlooked the poorly maintained roads in Norway. Road safety is one of the top priorities for the Norwegian Auto Federation "NAF". That's why we wanted to show our members and other car owners that we won't accept this maintenance-gap. With a small budget and big ambitions, we sent a little music box to the people of this country with the most power and attention right now, the upcoming Norwegian government . To make them listen - literally - and do something about It.

Background

There’s many poorly maintained roads in Norway. Only 1 in 5 Norwegian kroners from the National transport budget goes to maintenance. And NOK 100 billion is needed to make the roads a safe place for people to travel. But this isn't the hottest topic in the political landscape. Politicians always address the issues that make the most noise, so we asked the question, how do we grab their attention?

Describe the creative idea (20% of vote)

What about letting the road speak, or shall we say sing, for itself? We composed a song based on the many potholes in a Norwegian road, turning them into notes on a notesheet. We sent the song as a music box to the new Norwegian government, and documented it in an online film directly addressing them. To make them listen - literally

Describe the strategy (20% of vote)

Knowing that the whole country was watching, we sent the music box to our new government on the same day it was unveiled. And released a film on Facebook and Instagram that spoke directly to the elected party leaders. Knowing that from this day on, they would start the government negotiations, choosing which political tasks to dedicate their time and budget to in the years ahead.

Describe the execution (30% of vote)

With a small budget of 3000$ we had to think up an idea that was both simple enough to execute inhouse, and big enough to make an impact. The whole production was done by ANTI, both the music boxes and the film.

List the results (30% of vote)

People started reacting to the film just seconds after its release. Flooding the comments sections with engaging comments, and sharing the movie through out the country, asking the government to take action. BUT the biggest result remains to be revealed. The Norwegian state budget will be announced in November/December, so our goal is yet to be determined. Namely changing the amount of money spent on road maintenance. With the amount of engagement that came with the music box, this is starting to sound promising.