WHO CARES? by DDB Stockholm for Swedish Armed Forces (SwAF)

WHO CARES?

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Industry Recruiting, Political/Religious/Trade Organizations
Media Print, Magazine & Newspaper, Ambient
Market Sweden
Agency DDB Stockholm
Creative Director Magnus Jakobsson, Fredrik Simonsson
Art Director Lisa Granberg, Daniel Mencak
Copywriter Jeff Salomonsson, Martin Lundgren
Print Production Manager Anna Hellenberg
Released June 2012

Awards

Cannes Lions 2012
Promo and Activation Lions Best Integrated Campaign Led by Promotion and Activation Silver
Promo and Activation Lions Best Use of Experiential Marketing in a Promotional Campaign Bronze
Promo and Activation Lions Charities Bronze

Credits & Description

Type of entry: Best Integrated Promotional Campaign
Category: Best Integrated Campaign Led by Promotion and Activation
Advertiser: SWEDISH ARMED FORCES
Product/Service: RECRUITMENT
Agency: DDB STOCKHOLM, SWEDEN
Advertiser SWEDISH ARMED FORCES
Product RECRUITMENT
Entrant DDB STOCKHOLM, SWEDEN
Type of Entry: Best Integrated Promotional Campaign
Category: Best Integrated Campaign Led by Promotion and Activation
Title: WHO CARES?
Advertiser/Client: SWEDISH ARMED FORCES
Product/Service: RECRUITMENT
Entrant Company: DDB STOCKHOLM, SWEDEN
DM/Advertising Agency: DDB STOCKHOLM, SWEDEN
Art Director: Lisa Granberg (DDB Stockholm)
Art Director: Daniel Mencák (DDB Stockholm)
Copywriter: Martin Lundgren (DDB Stockholm)
Copywriter: Jeff Salomonsson (DDB Stockholm)
Creative Director: Magnus Jakobsson (DDB Stockholm)
Creative Director: Fredrik Simonsson (DDB Stockholm)
Account Director: Sandra Kaludjercic Bergman (DDB Stockholm)
Account Manager: Tina Munck (DDB Stockholm)
Digital Producer: Elisabet Halming (DDB Stockholm)
Business Director: Johan Dannemann (DDB Stockholm)
Planner: Adam Sandahl (DDB Stockholm)
Planner: Cornelia Wangel (DDB Stockholm)
Digital Design: Robin Karlsson (DDB Stockholm)
Developer: Sebastian Ross (DDB Stockholm)
Graphic Design: Patrik Pagréus (DDB Stockholm)
Retoucher: Christian Björnerhag (DDB Stockholm)
Print Production Manager: Anna Hellenberg (DDB Stockholm)
Media Agency: (Carat)
Production Company Web/Film: (B-Reel)
Production Event: (Atomgruppen)
Describe the brief from the client
The Swedish Armed Forces are once again recruiting. They need young men and women for an occupation that in many ways is about giving up your own safety in order to help others. To highlight this, and to show the demanding nature of the job, we decided to stage exactly that scenario. We wanted to activate the target group while simultaneously raising the question. Would people sacrifice their own freedom for someone they have no relation to? Are people prepared to show that they care in ways that don’t include sharing something on Facebook or tweeting a specific hash-tag?


Describe the creative solution to the brief/objective.

To highlight the sacrificial aspect of working for the Swedish Armed Forces, we staged a scenario over the course of 4 days. We placed a box with an enclosed room in central Stockholm. A person willingly agreed to sit there until someone else took his place. Every hour a door would open, and if someone was there to take the place, he could leave. The question communicating the whole event was: Who cares? Because this time the only way to act was to physically take the place yourself.


Describe the results in as much detail as possible.

The aim of the recruitment campaign was to gather 4,300 applicants for 1,430 open positions. The event and the campaign helped site visits exceed 200,000 in just a couple of days. Social media, blogs, and forums quickly lit up with discussions concerning the recruitment campaign, and public service also reported of it. During a total of 89 hours that people could sit in the box, 74 people decided to enter and help whoever was in there. At the end of the campaign, 9,930 applications had been received. More than 2 times above the target.


The event served to highlight an occupation where you have to give up your own comfort to help others. And to make a real difference, you need to act for real. Therefore the event was streamed live on a campaign site from where visitors could do nothing to help the person. There was no status update that would free him, and no tweet that could make a difference. By having to take the place physically we presented our target group with a predicament and a situation natural to the Swedish Armed Forces, that they perhaps might never consider.