Adam Tensta, a hip hop artist in Sweden, promoted his single “Pass It On” in 2012 through “Just One Copy“, a Facebook app that allows only one person to listen to the track at a time, before it is passed to someone else. The campaign won Gold for use of social media (PR Lion) at the 2012 Cannes International Festival of Creativity and the 2012 London International Awards, and is nominated for a Yellow Pencil for Crafts for Advertising at the 2013 D&AD Awards.
IKEA is Sweden is running “Say it with a bed” (Säg det med en säng), a campaign giving customers the opportunity to embroider their own bed and give it to someone who’s taking a new step in life. Over eight weeks IKEA is choosing eight winners who get their messages embroidered on an IKEA mattress. Entrants compete by digitally embroidering a message on a bed and telling IKEA why they deserve to win. The winning beds are delivered as a surprise to their chosen recipient. In some cases the stories are documented in short films, as in the case of the first winner, My. The campaign is online at sagdetmedensang.se, and in English at IKEA.se/sayitwithabed.
Faktum, a street newspaper in Gothenberg, Sweden, has been nominated for a number of awards at the D&AD Awards, for “Faktum Hotels”, an interactive campaign raising awareness of the plight of the homeless. Online at faktumhotels.com, the campaign comes across as a hotel site, with a difference. Faktum Hotels offers ten different, popular “rooms” where homeless people in Gothenberg might spend the night. There’s a park bench, a spot under a bridge, an abandoned paper mill, forests, even the seats in a soccer stadium. The campaign has nominations for Yellow Pencils for art direction, digital advertising.
Volvo launched the new Volvo FH truck on eBay on September 19, 2012, an effort rewarded with two Gold cubes at the global Art Directors Club awards last week. The eBay auction page presented the truck through a charity auction raising funds for Star For Life (SFL), a non-profit organisation and a schoolbased HIV and AIDS prevention programme in South Africa. Aimed at truck drivers and owners in Europe, the ten-day auction for the world’s first serial manufactured Volvo FH began at one Euro and closed at 135,938.99 Euro. The eBay listing came with a list of ten characteristics, including YouTube videos such as the Volvo Ballerina Stunt. Hundreds of smaller auctions drew traffic to the big one. We’ve presented here a sample of the imagery, text and film from the launch site.
Trygga Barnen Foundation, a non-profit organisation in Sweden, is running a print advertising campaign designed to increase awareness of how common it is for children to grow up in families with alcohol problems. A print ad shows a young boy marked by the rings left by wine glasses. “Vart femte barn i sverige har fätt sin barndom märkt av alkohol” (One in five children in Sweden has its childhood marked by alcohol”. The goals is to raise funds for the Trygga Barnen foundation so they can help children, adolescents, parents, friends and relatives in families with addiction problems. The ad was published in business magazines to reach a specific group where alcoholism is prevalent.
