GRAFFITI PROBLEM? by Rbk Communication Stockholm for Fokus

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GRAFFITI PROBLEM?

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Industry Magazines
Media Promo & PR, Case study
Market Sweden
Agency Rbk Communication Stockholm
Creative Director Fredrik Dahlberg
Art Director Johan Pihl
Copywriter Ulf Ronnback Af Lulea
Released July 2009

Credits & Description

Category: Best Use of Outdoor
Advertiser: FOKUS
Product/Service: WEEKLY NEWS MAGAZINE
Agency: RBK COMMUNICATION
Date of First Appearance: Jul 1 2009 12:00AM
Entrant Company: RBK COMMUNICATION, Stockholm, SWEDEN
Copywriter: Ulf Ronnback (RBK)
Art Director: Johan Pihl (RBK)
Creative Director: Fredrik Dahlberg (RBK)
Account Director: Mathias Wikstrom (RBK)
Media placement: Outdoor / Billboard - Clear Channel billboards - 01/07/2009

Results and Effectiveness
The issue of vandalism and unwanted graffiti was discussed in local media and the special edition “Best place to live 2009” ranking was highlighted in Sweden´s largest newspapers and TV channels. Additionally, Fokus noticed a higher level of new subscribers that year.

Creative Execution
We wanted to show the effect of vandalism and unwanted graffiti as it happens by provoking a reaction. A campaign was launched, which featured only blank billboards with the question “Does your town have a graffiti problem?” Two weeks later, many billboards were cluttered with graffiti and in some instances even vandalised.

Insights, Strategy & the Idea
Swedish news magazine Fokus makes a yearly ranking of all Sweden’s municipalities in the special edition “Best place to live 2009”. Vandalism is one of the factors in the ranking. How could Fokus pinpoint the problem of vandalism and unwanted graffiti? And by doing so draw attention to the special issue “Best place to live 2009”.