| Title | BULLYING OUT OF HOME |
| Brand | FRIENDS |
| Product/Service | ANIMATED DIGITAL SCREENS |
| 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
|
|
PR
|
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
|
Credits
| 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.