2021 Social & Influencer

THE LAND OF ABSURDITY

TitleTHE LAND OF ABSURDITY
BrandAMNESTY INTERNATIONAL
Product/ServiceTHELANDOFABSURDITY.COM - A WEBSITE WHERE YOU CAN SUBMIT RIDICULOUS ZONES TO THE POLISH GOVERNMENT.
Category A06. Not-for-profit / Charity / Government
Entrant ANORAK Oslo, NORWAY
Idea Creation ANORAK Oslo, NORWAY
Media Placement ANORAK Oslo, NORWAY
PR ANORAK Oslo, NORWAY
Production NORTH KINGDOM Stockholm, SWEDEN
Credits
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 Social & Influencer?

The land of absurdity was a campaign that couldn't exist without peoples engagement in social media. With less than 5 k in our media budget, we were totally depending on peoples engagement.

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. Why? Because love is a human right.

Describe the strategy (20% of vote)

Any attention can put pressure on a government. To do so, we asked people to come up with new and ridiculous zone suggestions to the polish government, but with less than 5 k in media budget we needed every contribution to be shareable. So it was. It all started with a tweet to the polish president, presenting our idea in a film. He probably didn't like it, but others must have loved it, because in a matter of hours we had visitors from 37 countries. And with almost every new created zone resulting in a new share, we had our machine. And when polish LGBT-activist started using our weapon as theirs, we had attention in polish news.

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 June 27(pride parade in Norway). 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.)