Sweden's Ministry for Foreign Affairs Film Free the speech by King

Free the speech

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Industry Government & Other Authorities
Media Film
Market Sweden
Agency King
Creative Director Frank Hollingworth
Art Director Jesper Stein, Axel Lokrantz Månson
Copywriter Christoffer Dymling
Production Söderberg Agentur
Director Johan Söderberg
Released December 2016


One Show 2017
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Credits & Description

KING, Stockholm has released this web film for Sweden's Ministry for Foreign Affairs because of how quiet the world is becoming without free speech.
Category: Public Interest, NGO
Media: Web Film
Entrant: King, Stockholm
Brand: Swedish Ministry Of Foreign Affairs
Corporate Name of Client: Swedish Ministry for Foreign Affairs
Head of Strategic Communication - Ministry for Foreign Affairs: Sofie Hillbom
Head of Communication - Ministry for Foreign Affairs: Anna Björkander
Deputy Head of Communication - Ministry for Foreign Affairs: Tobias Nilsson
Project Manager - Ministry for Foreign Affairs: Jon Pelling
Agency Senior Account Executive: Sunit Mehrotra
Agency Account Director: Pernilla Berg
Agency Account Manager: Elin Boethius
Agency Planner: Michaela Wehtje
Agency: King Solutions, Stockholm
Creative Director: Frank Hollingworth
Copywriter: Christoffer Dymling
Art Directors: Axel Lokrantz Månson/Jesper Stein
Agency Digital Director: Johan Tesch
Production Company: Söderberg TV, Stockholm
Director: Johan Söderberg
Executive Producer: Markus Ahlm
Producer: Camilla Geijer
Freedom of speech is increasingly under threat around the world. On the second of December 2016 Sweden celebrated 250 years of free speech. To highlight this the Swedish department for foreign affairs wanted to promote the importance of free speech.
In this film, we see how eerily quiet things become when important voices are silenced. We have taken well known freedom advocates such as Leonardo DiCaprio, Emma Watson and Malala Yousafzai and silenced them when standing at the UN podium ready to express themselves. But instead of great speeches there is only silence, since we edited out the actual talking from their speeches, which makes for an interesting, awkward viewing that makes you think and reflect over the issue.
We released the film on the day of the anniversary. That day Swedish embassies and institutions all over the world shared the film in their social media channels.
We had a total reach of 10 000 000 in over 30 countries with over 130 000 interactions. With only a media investment of 3000 € we managed to earned a media value of 500 000 €.