2021 Brand Experience & Activation

THE BUMPY ROAD MUSIC BOX

TitleTHE BUMPY ROAD MUSIC BOX
BrandNORWEGIAN ROAD ASSICIATION
Product/ServicePOLITICAL 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
Credits
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.