Gull i ANFO effekt 2017
How can we inspire people to eat better in a market dominated by low prices?
The Norwegian market has traditionally been dominated by discount offerings. MENY is a full range supermarket with a strong focus on quality. The key challenge was to make the difference between MENY and low-cost supermarkets more important to more people.
In a market where people have been deceived into believing that price trumps all, there is power in reminding people of a simple but potent truth: if you eat better, you live better.
A vivid demonstration of the difference between MENY and the low-cost supermarkets that inspires and, equally important, makes this difference important for more people, more often.
More than 500.000 Norwegians have a form of dyslexia. Nevertheless, the diagnosis is still taboo, and many feel alone and are reluctant to seek help.
The goal of the DMS campaign – Dyslexics with Self-Irony, is to lower the threshold for dyslexics to seek help and use humor to take the edge off.
We encouraged dyslexics from all over Norway to send us their strangest and funniest experiences.
The best stories were recreated using film, illustrations, improv theater, and pictures. All the content get uploaded to the campaign´s Facebook page, where Dyslexia Norway can reach new potential members through informal dialogue.
When redesigning the music festival Piknik i Parken we drew inspiration from its unique location among the works by sculptor Gustav Vigeland.
So, what better way to promote the release of a major headliner than to make a sculpture of our own? Together with a 3D artist, we created a sculpture of an unreleased headliner. Then we live streamed the printing process on Facebook.
The first to guess the artist won tickets to the festival. In just one hour, we reached more than five times the amount of Piknik i Parken followers, engaging music lovers all over Norway.
KARMA SNAP – An effort to make the Slottsfjell festival harassment-free.
In the recent years, many festivals in Scandinavia have experienced an increase in harassment and groping among their guests.
To avoid this, we crossed ancient Buddhist wisdom with social media. The result? Karma Snap. A daily reminder that if you do nice things, nice things happen.
Slottsfjell´s Snapchat was updated daily with suggestions of nice things the festival guests could do. The tasks were simple and the only motive was to spread good karma. The festival guests responded and started to help each other to put up tents, give each other compliments, build human pyramids, high-fiving volunteers, and throw parties.
And to prove that it pays off to be nice, our Karma team made sure that nice things happened to the ones who deserved it! The team handed out free stuff and the occasional celebrity, and documented it all on Snapchat, Facebook Live, and Jodel.
The campaign engaged the festival audience and we got some nice numbers and everything. The best number we achieved was still zero:
Zero complaints of inappropriate behavior or harassment!
The Norwegian Farmers´ Union knows how important safe, local, and good food is for the Norwegian people.
To put pressure on the conservative government to raise their offer in the Land Reform Proposal, the Union started a different kind of petition on Facebook.
All who stated that they supported the farmers in the reform got their names plowed in fields, written on bales of hay, and much more.
The supporters received pictures of these signatures, and in the next couple of days, thousands of pictures spread across Facebook and Instagram.
The campaign resulted in 2.3 million views and 150 000 interactions.
But most importantly, the Minister of Agriculture and Food increased the offer by 100 million Norwegian kroner.
The Norwegian Armed Forces have control routines for everything. In the field manual, these are named in association to different cities around the world. For example, vehicle maintenance is named after the motor city Detroit. Many soldiers´ mental health suffer after international operations. Despite this fact, there were no procedures for addressing this issue. Our goal was to put the soldiers´ mental health on the agenda by introducing a new control routine. We named it New Delhi, a city associated with mindfulness. We sent the proposal to everyone in a higher position in the Army. The new control routine was heavily debated, but no one wanted to give an official statement.
However, year later, a treatment program for veterans´ mental health has been developed.
NæringsDriv is an annual business conference held in Trondheim and Ålesund, hosted by Sparebank1 SMN. The conference is a large and important event that attracts important speakers and motivators from different business fields. For Sparebank1 this is an important arena to stimulate and be proactive in a business environment that is rapidly changing.
The profile and design draws inspiration from visual shapes and graphs well known by the business crowd. This combined with SB1 profile font has created the basis of a new typography design solely for this conference. DRIV means to float or to move, and is all about stepping forward and creating movement, which is what the identity is designed to portray.
The typography can be deconstructed and then put back together to create patters and shapes that underlines this feeling of movement.
SpareBank 1 er klar med sin betalingsløsning for mobil – mCASH. Dette er en komplett betalingsløsning som dekker netthandel, butikk, selvstendig næringsdrivende, foreninger og lag – og selvfølgelig vennebetaling. For å enkelt forklare alle disse tjenestene, lanserte vi begrepet «den digitale lommeboken» sammen med 4 filmer som viser ulike situasjoner hvor mCASH er en naturlig del av hverdagen.
Fretex er avhengig av andres giverglede. For å donere klær må publikum fysisk gå til et innsamlingssted. Erfaringsmessig er dette en barriere. Belønningen man får for å donere er heller ikke mer enn litt god samvittighet. Vi er derfor hele tiden på jakt etter nye innsamlingspunkter, tettere på situasjoner hvor det er lett å gi bort klær.
Hvert år legger gjester ved Scandic-hotellene igjen rundt 3000 kg klær. Dette er klær som Scandic må ta vare på i månedsvis i tilfelle de etterlyses av gjestene i etterkant. Vi ønsket at disse klærne kunne komme til nytte.
The Hotel Recycle Bag er en tjeneste hvor gjestene selv kan donere det de ikke trenger lenger til Fretex. Har du for eksempel vært på shopping og fornyet garderoben, kan du kvitte deg med det gamle – med god samvittighet. Alle rom ble utstyrt med egen pose sammen med materiell som forteller om tjenesten. Gjestene kan putte det de ikke trenger lenger i posen, og Scandic leverer det videre til Fretex. På den måten slipper Scandic å ta vare på og lagre klær som allikevel ikke er savnet, og Fretex får viktige donasjoner.
Naturvernforbundet jobber med å ta vare på planeten vår. Den jobben handler om å bryte ned ansvaret i mindre oppgaver som alle kan relatere til. Et viktig tiltak for å ta vare på naturen vår, er å kjøpe og kaste mindre.
Hvordan kan vi som vanligvis jobber for å få folk til å kjøpe mer, få folk til å gjøre det stikk motsatte?
Denne kampanjen handler ikke om alt vi burde gjøre mindre av, men om hva vi kan gjøre mer av. Den handler om å ta vare på det vi har, og om de som kan hjelpe oss med dette.
Ta Vare På Det Du Har er en hyllest til alle fiksere og håndverkere der ute, som kan hjelpe oss med å ta vare på tingene våre, men som ofte blir overkjørt av storindustrien.
The summer weather in Scandinavia changes constantly, and for a supermarket this can be a real headache.
We used real-time Geolocation and weather technology to pinpoint the conditions at your exact location. So if the sun was shining, the banners would give you an offer on something BBQ-related. But as the weather shifted, so did the offers. Making them relevant no matter what the weather was like near you.
The number of children with asthma and allergies is increasing at an alarming rate. Since the 70s, the number is fourfold, and now, over 20 percent of children are affected.
The task was to show just how dangerous dusty stuffed animals can be. We made three visuals for digital and print media, to show the true face of dusty stuffed animals, and to encourage parents to wash their children’s teddy bears.
One of noways biggest gyms, Fresh Fitness, sponsored Justin Biebers exclusive concert in Oslo. The only problem was that Justin Bieber fans are not Fresh Fitness target audience as they’re too young to become members. Instead we tried to leverage the dedication of Justin Biebers fans to reach our target audience.
A light installation consisting of 8 numbers have been set up all around Oslo, with no other hint than that they light up and speak German when someone walk past it. The Norwegian public has been fascinated and most curious about what all of this is. When the numbers finally gathered in front of the Oslo Opera House, it became clear to most that this was associated with music.
The legendary electronic act Kraftwerk will come to Oslo and The Norwegian Opera & Ballet in August 2016, and play their 3D concerts, showcasing all eight albums the band has released. The eight shows, and eight albums is what the eight light installations symbolise—and Kraftwerk themselves has lent their voice to the numbers. The entire stunt is inspired by the famous Kraftwerk song—“Numbers”.
/ Project in collabration with design studio VOID
/ All photoes of Einar Aslaksen / Pudder Agency
For å understreke at MENYs kylling faktisk var blitt ny og bedre bestemte vi oss for å lage en ny og bedre versjon av en annen klassiker, nemlig kyllingdansen. For å pusse støv av 80-talls fenomenet fikk vi med oss musikkvideo regissør Ray Kay, musikkprodusent Sigve Bull og koreograf Chuck Maldonado med på laget. Resultatet ble en musikkvideo hvor 2015-versjonen av dansen og låten ble avdekket.
Den nye Kyllingdansen fikk svært raskt stor oppmerksomhet på nett. Filmen fikk 1,6 millioner views på fire dager. Og folks forventning til at Meny hadde lansert en ny og bedre kylling var voldsom – dette resulterte i om lag 20% økning i salg av kylling.
2/3 of all who dies in traffic are young men – the main reason is speed. The Backseat is a campaign for the Norwegian Public Roads Administration aiming to get young men to slow down. Young men deliberately drive too fast to prove that they are good drivers. It is simply an attempt to impress girls. We used this insight to create a strategy revolving around stigma. In short we wanted to make it uncool to drive too fast.
Click to see the case film, or click here to see the whole campaign run and the results.
To give one of the Norwegian Postal Services most rational products an emotional impact, we used classical storytelling by telling a teenage story that everyone can relate to.
Cultural information: In Norway it is illegal to send sensitive information through e-mail. A sollution is to use the digital service Digipost.
Queen Sonja Print Award was founded by H.M. Queen Sonja in 2011. The foundation's purpose is to stimulate interest around the field of printed graphic art. Every other year presenting an award to up and coming graphic artists. Our task was to produce a logo and visual identity. We based the logo on a common tool among graphic artists; the drum that adds pressure on to the copper plate against the colour pigment that transfers to the paper.
The logo and identity aims for a traditional and classical yet contemporary look. The same qualities that describe printmaking as an artform.
The Golden Pencil (Gullblyanten) is the most prestigious advertising award in Norway. In 2015, it celebrated its 25th anniversary.
Our task was to design the visual identity for the event. We wanted to make an identity that honoured all the works from previous years.
By using the back shape of the pencil, we created a graphic shape we could fill with old material. We used both stills and moving images and created kaleidoscope patterns from the combined shapes.
Fretex is the Norwegian Salvation Army's thrift shop. The profit from sales goes to helping others through various social initiatives,such as soup kitchens, shelters and rehabilitations.
Every year we have a campaign reminding people to give to Fretex. Usually these campaigns are about asking for more. This year we wanted to do something different. We wanted to show our gratitude for everything we get. At the same time we wanted to remind people what kind of things you can donate.
One early morning we gathered our team in a big Fretex store. Using only what we could find in this store, things that people had already donated, we started building different THANK YOUs (TAKK).
The store was open the whole time, and passersby could witness both the construction and the completed installations. No objects were modified or destroyed. Everything we used was treated with care so it could be sold afterwards.
Pictures of the installations were used in window displays, print ads and on Fretex trucks throughout the country.
What if clothes could speak?
Fretex is The Salvation Army’s thrift shop. To strengthen its position as a treasury for unique fashion, a piece of clothing and its diary was sent to especially selected celebrity bloggers. The handwritten diary documented the long, eventful life of the garment, and encouraged the celebrities to continue the story.
The diary was handwritten and documented the long, eventful life of the garment, and encouraged the celebrities to continue the story. The craft and the chosen material had to reflect the sweater's timeless quality. The beautiful leather bound diary and the handwritten entries enhance the sweater's personality. To highlight the passing of time, the sweater's handwriting and the pens used gradually become more modern. The saddest parts of the diary are emphasised by tear drops smudging the ink.
Norway has a unique saving system for young people called BSU.
Most people know that saving money is smart. Despite this, young people end up spending most of their limited income. This leaves little left to save in BSU. How could we help them save more? By showing how easy it is to make things with origami!
We worked together with origami experts to find money saving objects young people could easily make themselves. The result was a collection of 16 fun and foldable objects. The objects came with tutorials which show the folding process in detail. You could even get a “Print, Fold and Save” book with step-by-step guides and special folding paper.
The Norwegian Local Radio Association fights for the preservation of the FM network alongside DAB.
Norway is the only country in the world that is planning to switch off FM transmitters completely. In this campaign, we chose to highlight the absurdity in the situation, that the government will switch off FM in order to make people use DAB.
We chose different groups with specific interests and addressed each one through posters that, in an official manner, forced these groups to change their interest to something quite different. We put up the posters strategically, where that particular group would notice them.
Finansforbundet (The Finance Sector Union of Norway) is the trade union for employees in the finance sector. Every year the union runs a recruitment campaign to acquire new members from various financial corporations. Our task was to give the campaign a tool to easily recruit new members, motivate them to
keep recruiting, and give the campaign a boost through increased attention.
We created a campaign universe that would give the target group a more tangible experience of what they work with every day - namely, money. Starting off with the financial expression "Money talks", we developed a creative universe based on the premise of paper money.
This added up to a gigantic paperwork, where all models, environments and movements, even sounds, were recreated with paper.
Young men account for 2/3 of all traffic fatalities because of speeding.
Together with brain psychologists we found that the explanation for this is found in the brain: The frontal lobe assesses risk. This develops later in men/boys and they will therefore often ignore the risk of speeding. Simply put, boys who drive fast are immature because their brains are not fully developed yet.
Young men are psychologically programmed not to listen to messages about the dangers of speeding. To convey our message that speeding is immature, we used the only group young men listen to - young women.
TV was used to make a provocative statement known, and create a national truth: that speeding is immature. The content was distributed in digital channels to drive traffic to the hub of the campaign, the Facebook page, where the engagement flourished.
In Norway, the most common way of using heroin is “mainlining”, where the drug is injected straight into a vein.
All heroin abuse is dangerous, but using a needle increases the risks. By smoking heroin, one avoids the risk of multiple diseases, such as, HIV, hepatitis, and infections that destroy the veins. In order to influence heroin addicts to consider smoking heroin rather than injecting it, we wrote short and concise messages with images of veins that twist into letters.
We put up the posters in places where heroin addicts shoot up, including all the injecting rooms in Norway.
Meny is Norway's largest fresh food retailer and aims to help people eat better and live better. We wanted to make a campaign about the wide range of local products you will find at your local Meny store. We traveled around the country and collected over 100 stories from passionate local producers and shared these on a campaign site. Then we made a commen brand and a visual identity, so that people could easily find these products in the Meny store. The campaign was very successful and went on to win both Gold and Silver in the annual Norwegian Retail Awards.
In order to sell more mortgage to young people, SpareBank 1 have looked deeper into how it really is to live in a flatshare – through the perspective of different hamster house-mates.
MENY is Norway's largest fresh food retailer and aims to help people to eat better and live better. This time we wanted to inspire people to make a better taco with fresh ingredients. So we invented The Taco Game.
The Salvation Army has a big heart, but a tiny wallet.
So when we wanted to tell people they could now donate clothes at the Post Office,
We needed to do something unexpected that caught attention.
MENY is Norway's largest fresh food retailer and aims to help people to eat better and live better. We wanted to make a film about the passion and devotion that lies in preparing the store every day.
Uloba offers a great service to the disabled: A personal assistant to help you in your everyday. We wanted to make the service known to users and recruit assistants, with a film that gives the right to an ordinary life an extraordinary design.
The situation between bicyclist and car drivers is too aggressive, and has become a problem on the Norwegian roads. We changed the scenery to show how absurd some car drivers and bicyclists behave.
Fretex is well-known for collecting and selling secondhand clothes. To tell people that Fretex also collects furniture, bits and bobs, text was cut out in old pieces of furniture, making the furniture the poster itself. The furniture was used as unique window displays in Fretex’ stores.
Design and production: Handverk
This SpareBank 1 commercial is a slow(e)motion film directed by Roenberg. Its about a couple and how life and saving plans suddenly can take a new turn.
Special thanks to Chris de Burgh for great composing skills.
Our task was to communicate “low-priced glasses” in a new and unexpected way. At Brilleland you get very cheap glasses, and if it causes you to discover a whole new room, well, then it's definitely worth the price.
The Norwegian Postal Services, Posten, needed to change from being a distributor of letters, parcel and goods, to someone who deliver feelings. We chose to awaken a joy that lies in all of us—the joy of giving.
We developed a campaign where people could nominate someone they thought deserved a gift, and where the best nominations got the gift delivered to their door as a surprise.
The campaign proved that encouraging people to give engages a lot more more than receiving, simply because the greatest joy in life is making others smile.
Drivers who don't use seat belts are often young, immature, and inexperienced. We wanted to find a forum which put our message about using seat belts into a relevant context for this group. We decided to coup the premiere of the high testosterone film, Fast & Furious 6, a movie event our target group most surely would attend.
Norwegian Airlines preference in the regions of Norway is sinking, and we were challenged to come up with an idea that could change this trend.
Our insight: If we find an idea that the local press around in Norway will write about, we will also win back the preference in the regions. The challenge is that all communities in Norway are very different regarding size and population. But they have one thing in common; some sort of local hero.The tailfin hero needs to be dead, so here we got everything from black metal musicians to pentecostal preachers.
SpareBank 1 is a sponsor of “Bandwagon”, a music contest where young bands compete to win the release of their own album.
In this context, SpareBank 1 wanted to promote a new insurance package tailor-made for young people. Our solution was to create a universe around an unfamiliar yet genuine Norwegian band, which disappeared from the Norwegian rock scene sometime in the 90s, and follow them through smashed guitars and stolen bandwagons.
The Norwegian Postal Services has been in constant change the past 350 years, but it is easy to confuse change with closure when the post office moved into food stores and the increase of email compared to snail mail. We wanted to show people the big picture. We let one of the most famous poets in Norway tell why Posten is in constant change, and always will be.
Production: One Big Happy Family
Norwegians business model is anything but complicated – it’s supersimple. Through short films we explained the different attributes and why we offer them. Stating the obvious through our very own supersimple science.
We see thing. Dee sings it.
Norwegian is a low-cost airline. Their competitors offer all inclusive tickets when Norwegian offer a basic product without extras at a lower price. You pay for what you need and not for everyone else. To prove that Norwegians model is better, we increased the prices and tested "all inclusive" for a day.
This campaign outperformed all previous Go Viral campaigns in Norway and had 3 of the top 5 viral films in Denmark. The total viewing time: 1200 hours and 70% of viewers viewed through entire commercial. The FB ads had almost 100 000 clicks and 85 000 users shared, commented or liked the commercials.
We searched small communities for local arrangements and happenings that soon were about to take place. Arrangements that usually are promoted on noticeboards in the local store. Then we developed print ads that presented each happening in relevant executions, and with a unique response option on each ad. This proved that the promoted event actually was real. We bought the most visible media surfaces in Norway: spreadsheets in the three biggest national papers.
Posters made n connection with the launch of the new communication platform. All miniatures are handmade and displayed in its full size.
Vossafår is a real mutton from a small village on the west coast. We let the advertisement reflect it in a series of movies where guys from Voss is trying to create their own twists on typical advertising approach. The dialect in the commercial supports the fact that this is both a sausage and advertising from the people who actually lives there.
Norwegian Airlines wanted to draw attention to trips to warmer places during winter. We decided to engage people in a phenomenon that happens in Norway every winter: Lack of direct sunlight reduces the bodys production of vitamin-D drastically, and makes the skin loose glow and natural color. So we developed an software that could measure the saturation and the greyness in peoples skin. Then we made an live-event combined with digital screens on Oslo Central Station. Here people could compete in being the most winterpale person in Oslo.
We were asked to launch a new series of healthier food products for children called Jippi. We wanted to make a campaign that showed our empathy with all parents who try to get their children to eat healthy.
Print Translation: "The lion sneered, did they really expect her to eat rabbit food?"
Commercial for VIC, the largest branded clothing store chain in Norway.
A series of films about people in need of a telephone number.
Norwegian celebrated their 10th birthday Sept. 1, 2012.
They had the desire to be the people's airline. Our task was to promote the celebration was to be a star-studded anniversary concert in Telenor Arena.
October is one of the coldest and rainiest months in Norway. By showing people how much rain they are exposed to, together with an easy and cheap way to get to sun, we gave them no excuse to stay in Oslo.
Fretex is a secondhand clothing chain operated by the Salvation Army. Oslo Fashion Week was a big annual happening for the Norwegian fashion industry, and it was a goal for Fretex to be a part of it. The main objective was to create publicity in the media about Fretex and their secondhand operation, and the fact that they need more clothes for their operation. Secondly, the objective was to lead fashion-oriented bloggers, journalists and people working within the fashion industry to Fretex Fashion on Facebook. The target was everyone involved in the fashion industry, but also most people in Norway that have an interest in fashion.