A CRAP BAND by Lowe Brindfors Stockholm for Save The Children

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A CRAP BAND

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Sweden
Agency Lowe Brindfors Stockholm
Art Director Lotta Åkerlund Palmbäck
Copywriter Martin Ericson
Account Supervisor Anna Laestadius
Typographer Jeanette Andersson
Released July 2009

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: SAVE THE CHILDREN SWEDEN
Product/Service: CHILDREN'S CHARITY
Agency: LOWE BRINDFORS
Date of First Appearance: Jul 1 2009 12:00AM
Entrant Company: LOWE BRINDFORS, Stockholm, SWEDEN
Creative Directors: Villard/Bartholf (Lowe Brindfors)
Art Director: Lotta Åkerlund Palmbäck (Lowe Brindfors)
Copywriter: Martin Ericson (Lowe Brindfors)
Account Supervisor: Anna Laestadius (Lowe Brindfors)
Account Manager: Anna Tanser (Lowe Brindfors)
Planner: Mehrnaz Bejne (Lowe Brindfors)
Typographer: Jeanette Andersson (Lowe Brindfors)
Media placement: Outdoor Poster - At The Festival And The Surrounding Area - 1 - 11 July 2009
Media placement: Braclets - At The Festival - 8 - 11 July 2009

Results and Effectiveness
Every second visitor to the festival bought the wristband. More than 2,000 youths stayed in the tent and made pins, wrote personal messages and contributed with songs and messages to Save the Children’s YouTube channel. More than 400 young people signed up to get the organisation’s monthly letter.

Creative Execution
The message about the wristband quickly spread because one of the greatest disadvantages of attending a festival is the portable toilets. Even though we raised a billboard outside the grand entrance and ran an ad in the festival magazine, we knew that the wristband itself and its privileges was the best messenger.

Insights, Strategy & the Idea
The task was to find a new way for Save the Children to get in contact with youth. Therefore we raised a large tent at the Hultsfred Festival (Sweden’s largest annual music festival). But how do you attract a young audience who are busy partying? You simplify access to clean toilets. We made a wristband that gave the wearer unlimited access to clean flushing toilets on the festival grounds. For 20 SEK you were not forced to use disgusting portable toilets, and at the same time you supported the fight for children’s rights. Every wristband sold became a human billboard for Save the Children on the festival grounds.