| Title | THE LAND OF ABSURDITY |
| Brand | AMNESTY INTERNATIONAL |
| Product/Service | THELANDOFABSURDITY.COM - A WEBSITE WHERE YOU CAN SUBMIT RIDICULOUS ZONES TO THE POLISH GOVERNMENT. |
| Category |
C04. Co-creation & User Generated Content |
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Entrant
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ANORAK Oslo, NORWAY
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Idea Creation
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ANORAK Oslo, NORWAY
|
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Media Placement
|
ANORAK Oslo, NORWAY
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PR
|
ANORAK Oslo, NORWAY
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Production
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NORTH KINGDOM Stockholm, SWEDEN
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Credits
| Hallvard Fjeldbraaten |
Anorak |
Copwriter |
| Jens-Petter Aarhus |
Anorak |
Art Director |
| Marte Langfjæran |
Anorak |
Designer |
| Yngve Nilssen |
Anorak |
Designer |
| Thea Helgeland |
Anorak |
Social media manager |
| Camilla von Borcke |
Anorak |
Project Manager |
| Nokkvi Thorsteinsson |
Anorak |
Motion Designer |
| Darri Thorsteinsson |
Anorak |
Motion Designer |
| Erlend Dal Sakshaug |
Anorak |
Motion Designer |
| Emma Thorén |
Anorak |
Agency Producer |
| Janne Espevalen |
Anorak |
Client Director |
| Kaja Gilje Sekse |
Anorak |
Planner |
| Simen Eidsvåg |
Sesong 1 |
PR Director |
| Siri Hveem |
Sesong1 |
PR Manager |
Why is this work relevant for Direct?
Any attention can put pressure on a government. Instead of you giving us your signature, we let you create a ridiculous zone suggestion to the Polish government. Yes, just as absurd as their own LGBT-free zone.
Background
Background:
Poland has established so called LGBT ideology - free zones; Zones where you're not allowed to express your identity if you're not heterosexual.
Media had been talking about it for a while, but it felt like the fear, that the LGBT-free zones was creating, just grew more powerful for every time they were mentioned.
Brief:
Amnesty International Norway has a long tradition supporting the LGBT-community. Their slogan is Love is a human right.
With a small budget Amnesty International asked us to come up with an idea that showed their support and love for the members of the LGBT-community.
Objective:
With a small budget we knew we had to really ourself on organic reach and earned media.
Describe the creative idea (30% of vote)
Idea:
The land of absurdity - a website where anyone could create new and ridiculous zones, publish it on social media, and submit them to the polish government. Yes, just as absurd as their own LGBT-free zones.
Describe the strategy (20% of vote)
With almost no media budget we knew we had to bet on people.
So to grab some attention we sent a tweet from Amnesty to the polish president, presenting our idea.
And even though he didn't gave it a lot of love, others did. After just a few hours, the idea had spread to 37 countries and our hashtag trended on twitter. Now polish LGBT-activist turned our weapon into theirs. We were even featured on 4chan(unfortunately), where they organised a hacking marathon after one of the biggest polish daily newspaper wrote about us.
Because the CTA was simple: Fight absurdity with absurdity - submit your own ridiculous zone to the polish government. Yes, just as absurd as their own LGBT-free zones.
Describe the execution (20% of vote)
Implementation:
We created a website where people could create their own ridiculous zones and spread it in social media. We promoted the site with a tweet from Amnesty to the polish president, telling him(and everyone that saw the tweet) about the site.
Timeline:
The campaign went live on may 27. 2021 and ran up to the pride parade in Norway(June 27).
Placement:
- Thelandofabsurdity.com
- A tweet from Amnesty International Norway to the polish president.
- A Facebook post.
Scale:
The campaign was highly reliant on organic reach.
It was a small budget campaign that was driven by peoples engagement, as they shared their zones in social media, as well as earned media.
List the results (30% of vote)
Our site got a lot of attention.
Our hashtag was trending on Twitter.
People from all over the world contributed and created their zone.
Thousands of zones were created, liked and shared.
We made some polish headlines.
And in the end over 2000 unique zones were handed over to the polish government.
(We don't have the tools to measure the exact numbers of reach, because of closed profiles on Facebook, but we know that the numbers of engagement was way beyond benchmark.)