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	B04. Content Creation & Production
Entrant	ANORAK Oslo, NORWAY
Idea Creation	ANORAK Oslo, NORWAY
Media Placement	ANORAK Oslo, NORWAY
PR	ANORAK Oslo, NORWAY
Production	NORTH KINGDOM Stockholm, SWEDEN

Name	Company	Position
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 PR?

The land of absurdity was created for the internet to aim for attention in Poland. With less than 5k in media budget, we came up with an idea that counted on people to produce it.

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 (20% 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. Why? Because love is a human right.

Describe the PR strategy (30% of vote)

The media were already talking about the LGBT-free zones. But the conversation was about how dangerous and scary these zones were. It was about the horror. We wanted to turn the conversation to something these politicians would be less happy about, and something that would tell the LGBT-community that the rest of us were on their side. The key message was that the LGBT-free zones are ridiculous, because love is a human right. A message that was to be found on every shared zone, and in every time a polish publisher talked about it.

Describe the PR execution (20% of vote)

With less than 5 k in media budget (less than 20 k in total production) we knew we had to place our bets on people. That if we could bring this idea to life, if enough zones were created, if enough people were intercepting about it. We would get Polands attention. And so we did. Timeline: The campaign went live on May 27 to June 27(pride parade in Norway). 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.)