Fokus Promo, Case study STUFFING YOUR FACE by Rbk Communication Stockholm

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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: Publications & Media
Advertiser: FOKUS
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)
Account Manager: Ann Ernerot (RBK)
Media placement: Posters / Ambient - Appartmet buildings - 01/07/2009

Results and Effectiveness
The topic of how food affects our health was widely discussed and Fokus noticed a clear rise in the number of trial-subscriptions during the campaign period.

Creative Execution
A campaign was launched where a perforated poster was placed over the lid of garbage chutes in apartment buildings in Stockholm.

Insights, Strategy & the Idea
Swedish News Weekly Fokus made a special issue on the topic of how food affects our health. Junk food, additives, genetically-modified produce and many other topics were discussed. People in general have little or no knowledge of the occurrence of these questionable additives and food processing methods used by the food industry. The campaign served the purpose of making the target group aware of Fokus Magazine as an important commentator on social and health problems and recruit new subscribers.