TEN THOUSAND RED ROSES by DDB Oslo for NATURE AND YOUTH - NORWAY

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TEN THOUSAND RED ROSES

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Industry Charities, Foundations, Volunteers
Media Direct marketing
Market Norway
Agency DDB Oslo
Art Director Joachim A. Haug
Copywriter Magdalena Kamøy
Released September 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: NATURE AND YOUTH - NORWAY
Product/Service: THE NORWEGIAN YOUTH ENVIRONMENT PROTECTING ORGANISATION
Agency: DDB OSLO
Date of First Appearance: Sep 15 2009 12:00AM
Entrant Company: DDB OSLO, NORWAY
Copywriter: Magdalena Kamøy (DDB Oslo)
Art Director: Joachim Haug (DDB Oslo)
Media placement: Direct Marketing - People On The Street - 15th Of September 2009

Describe the brief/objective of the direct campaign.
The environmental organization, Nature and Youth, wished to start a media debate that could put pressure on the Labour Party before the election. October 2009 was the month of the general election in Norway. The biggest Norwegian political party, the Labour Party, was the one with the highest odds of winning the election and continuing its dominance in the Norwegian government. To everybody´s disappointment The Labour Party presented the weakest campaign regarding environmental issues. They continued their support for the Norwegian oil industry and they lacked any plan concerning development of renewable energy sources.

Explain why the creative execution was relevant to the product or service.
To see the most important symbol of the party being destroyed was upsetting for both members of the party and the Norwegian people. We dared to take something that was holy and destroy it for the sake of the message.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.

The strongest symbol associated with the Norwegian Labour Party is a fresh, red rose. During each election the party members hand out fresh, red roses to the people in the streets. We decided to do the same. Almost. 3 weeks before the election day we gave red roses back to the members of The Labour Party. With a little twist– the roses were not fresh anymore – but dry and withered. Attached to the roses hung a note telling the story of what’s going to happen if the global temperature rises more than 2 degrees.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.

The event was featured in the news on the biggest Norwegian private TV-station. It got on the front page and also in a leading article in Dagbladet – the 3rd biggest Norwegian newspaper known for its strong opinions. It was discussed in Aftenposten – the most serious Norwegian newspaper, on the web and in social media like Facebook and Twitter.