Category E01. Standard Sites
Entrant FRIENDS Stockholm, SWEDEN
Idea Creation PERFECT FOOLS Stockholm, SWEDEN
Media Placement OCEAN OUTDOOR SWEDEN Stockholm, SWEDEN
Media Placement 2 PERFECT FOOLS Stockholm, SWEDEN
Production PERFECT FOOLS Stockholm, SWEDEN
Production 2 BLECK Stockholm, SWEDEN
Post Production PERFECT FOOLS Stockholm, SWEDEN
Post Production 2 BLECK Stockholm, SWEDEN
Name Company Position
Lovisa Lönnebo Friends Marketing and communications manager
Karin Schütz Friends Project Manager
Naod Abera Abera Friends PR and press officer
Henrik Hanson Bleck Director
Maria Elmqvist Bleck Producer
Jesper Albansson Albansson Ocean Outdoor Director of Marketing & Communications
Staffan Eliasson Ocean Outdoor Creative Solutions Manager
Niklas Gagnegårdh Ocean Outdoor Head of trading
Malin Sjödin Ocean Outdoor Head of Ad Operations
George Stassais Ocean Outdoor Director of development and contracts
Johan Lööf Ocean Outdoor Marketing Project Manager
Nayeli Kremb Perfect Fools Art Director
Fabian Lakander Perfect Fools Copywriter
Klas Lusth Perfect Fools Creative Director
Petter Esbjörnsson Perfect Fools Copywriter
Antonino Ognissanti Perfect Fools Designer
Anna Rosdahl Perfect Fools PR Manager
Josefine Enelid Roos Perfect Fools Client Lead

Cultural / Context information for the jury

The non-profit Friends conduct a vast amount of research about bullying every year, which results in The Friends Annual Report. The 2020 report found that 40% of all children and teenagers in Sweden had been bullied online. And, nearly half of them had never told an adult about it. Years of research has also shown that adults taking action is absolutely essential if bullying is to be prevented. But, for that to happen, adults actually need to be aware of the bullying. Awareness is the first step towards action. Therefore, Friends together with Ocean Outdoor sought to reveal the hidden cyberbullying to all adults. Authentic notifications from bullied children’s hidden screens were streamed to thousands of public screens, all over Sweden. The notifications popped up on top of the regular advertising, giving adults a glimpse of an unknown reality, and the awareness needed to act.

Please outline the innovative elements of the work

Horrifying notifications from bullied children’s phones were streamed to thousands of digital out of homes all over Sweden. The notifications popped up on top of the regular advertising. They intruded the screen all around the clock, just like they do on bullied children’s phones. Furthermore, the execution took advantage of the DOOH’s similarity in shape to mobile screens, which made it striking.