Friends Promo, Case study THE FRIENDS SOCKS by Lowe Brindfors Stockholm

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Industry Public awareness, Against violence
Media Promo & PR, Case study
Market Sweden
Agency Lowe Brindfors Stockholm
Art Director Rickard Villard, Joakim Norman
Copywriter Martin Ericson
Photographer Carl Kleiner
Account Supervisor Annika Appeltofft
Typographer Jesper Kewenter, Anette Soderberg
Released December 2009

Credits & Description

Category: Best Use of Integrated Media
Advertiser: FRIENDS
Date of First Appearance: Dec 13 2009 12:00AM
Entrant Company: LOWE BRINDFORS, Stockholm, SWEDEN
Creative Directors: Villard/Bartholf (Lowe Brindfors)
Art Director: Rickard Villard (Lowe Brindfors)
Art Director: Joakim Norman (Lowe Brindfors)
Copywriter: Martin Ericson (Lowe Brindfors)
Account Supervisor: Annika Appeltofft (Lowe Brindfors)
Planner: Joakim Wållgren (Lowe Brindfors)
Graphic Designer/Typographer: David Drew (Lowe Brindfors)
Typographer: Anette Söderberg (Lowe Brindfors)
Typographer: Jesper Kewenter (Lowe Brindfors)
Photographer: Carl Kleiner (Agent Bauer)
Studio Assistant: Ludvig Fransén (Lowe Brindfors)
Studio Assistant: Kristina Tham Sterner (Lowe Brindfors)
Studio Assistant: Caroline Knutsson (Lowe Brindfors)
Account Manager PR: Sara Wretblad Carreras (Golin Harris)
Account Manager PR: Johanna Zetterlund (Golin Harris)
Media placement: Ad - Aftonbladet, Expressen, DN - 15 December 2009
Media placement: Web - - 14 December 2009
Media placement: TV - Tv3, Tv4, Tv6 - 25 December 2009
Media placement: DM - Aux Mains - 15 December 2009
Media placement: Banner -,, - 15 December 2009

Results and Effectiveness
The campaign started in mid-December 2009. Since then thousands of people have taken a stand against bullying by wearing the socks. Major Swedish newspapers and over 30 blogs wrote about the "Friends-socks".

Creative Execution
In cooperation with Happy Socks we created a pair of specially designed "Friends socks". A colourful and visible symbol that tells the world you've taken a stand against bullying. To get the talk going about the socks we sent out 70 pairs together with a personal letter to influential bloggers, politicans and celebrities. We started a cooperation with the clothing chain Solo and got nationwide distribution in stores. We utilised Happy Socks' high fashionability and arranged a blog styling competition. In addition to that we continued to spread the message in broad medias. Thanks to the distinct and visible symbol we made Friends cause relevant in small spaces and in totally new venues.

Insights, Strategy & the Idea
In Sweden Friends is a well-known anti-bullying organisation that aims to give children and adults the courage and knowledge to stop bullying. The organisation has encouraged people to take a stand against bullying through appreciated TV ads for over 10 years. This year we wanted to do more than just encourage people. We wanted to make it possible for anyone, from bankers to school kids, to display their anti-bullying position. We wanted to create something that could start a discussion about bullying and Friends cause anywhere and anytime.