Situation Stockholm Case study CV CAMPAIGN by Ingo Stockholm


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Industry Publishing, streaming & media
Media Case study
Market Sweden
Agency Ingo Stockholm
Executive Creative Director Bjorn Stahl
Art Director Timo Orre, Richard Baynham Ingo
Copywriter Björn Persson Ingo
Photographer Jens Andersson
Released May 2013


Cannes Lions 2013
Media Lions Use of Media; Best Use of Outdoor Silver
Direct Lions Product & Service; Publications & Media Bronze

Credits & Description

Type of entry: Product & Service
Category: Publications & Media
Agency: INGO Stockholm, SWEDEN
Executive Creative Director: Björn Ståhl (Ingo)
Art Director: Richard Baynham (Ingo)
Art Director: Timo Orre (INGO)
Copywriter: Björn Persson (INGO)
Account Executive: Kristian Florell (INGO)
Photographer: Jens Andersson ()
Account Manager: Patricia Sundberg (INGO)
Final Art: Kerstin Engberg (INGO)
Describe the brief from the client
Being homeless in Stockholm is very difficult. Specially during the long and cold winter. Some 1,800 homeless people sell Situation Stockholm, a monthly magazine, on the streets. It gives them money to buy food and shelter. But the increasing number of homeless have made them a too familiar sight - its harder and harder to sell the magazine. During 2012 sales dropped 22%.

Creative Execution

It was getting more and more difficult for the homeless to sell the magazine because people became emotionally blinded and didn't see them. The campaign made people discover them again. The target audience could suddenly see them as persons, like you and me because now there was a life to relate to.
By choosing a media close to the selling situation we made direct action possible. Specially in the cold winter the magazine is sold in and around the subway. People saw the campaign and could instantly walk up to a homeless person and buy the magazine.

Creative Solution to the Brief/Objective.

We wanted to lift the homeless sellers as strong individuals. Not paint them as victims. So the message was "It takes someone special to sell Situation Stockholm". By letting a few of the homeless sellers write their authentic CVs, describing their little work experience as well as their tragic lives we made people see the human being behind the magazine.
In a year with constant dropping of sales the hope was to achieve a 50% increase of sales in December compared to the previous month.


The campaign became instantly famous. People read CV after CV. Some even missed their train so they could read one more. Hundreds of blogs and other social media wrote about it. The national TV News made an 4 minute long feature of the homeless and the campaign, making it a national matter.
Most importantly the campaign helped the homeless to sell a record breaking number of magazines. December is historically a good month for generosity and the they hoped for a 50% increase compared to the month before.
Actual increase was 101%. The December issue sold out a week early.