Unge i Danmark har en kedelig verdensrekord. De drikker mere og hyppigere end unge i andre europæiske lande. Sundhedsstyrelsen ønskede derfor at fokusere på unges overdrevne alkoholforbrug i Uge 40-kampagnen 2009.
I stedet for at give de unge en løftet pegefinger, ville vi tale med de unge i de unges eget univers. På facebook er det for mange unge et statussymbol at have mange venner. Med budskabet om, at du mister din dømmekraft, og dermed risikerer at miste dine venner, når du drikker, var facebook det perfekte kreative afsæt som kampagnens omdrejningspunkt. På Facebook kunne vi tale de unges sprog i de unges univers, udnytte venner-fænomenet og få den nødvendige ”Stop”-effekt i andre medier.
Rådet for Sikker Trafik havde en helt central målsætning: At mindske antallet af trafikdræbte cyklister. En vigtig strategi var i den forbindelse er at øge salget af cykelhjelme. Derfor udviklede vi en større kampagne for Rådet for Sikker Trafik, der skulle gøre op med fordommene om de “grimme” cykelhjelme og ikke bare sætte fokus på fornuften i at køre med cykelhjelm - men også vise at det kan være cool.
Idéen var at få 4 kendte danske kunstnere til at designe deres egen cykelhjelm og derigennem promovere budskabet om at få danskerne til at bruge cyklehjelm. Hjelmene blev lavet i 16.000 eksemplarer. Og for at involvere målgruppen blevet der lavet en større online platform, hvor brugerne selv kunne designe deres egen cykelhjelm, rate hinandens design, deltage i konkurrence og i et underholdende univers blive inspireret til at købe en fed cykelhjelm.
Ray Avery, who was also crowned 2010 New Zealander of the year, was selected by the TBWA\ judges for his efforts in creating a global network of experts who donate their knowledge and time to help develop medical solutions.
We are proud to announce Paul Clements as a TED speaker in Malmoe 2010..
Within the sphere of advertising Paul is defiantly of the new breed. Believing & understanding the media independent idea. An understanding of what technology can do for us and revel in the space between man and machine. Helping is very important to Paul, whether it is clients or colleagues. He believes that advertising today is a conversation and that brands and that they need to be an active part of this. Brands need to find their voice and use it. He has a strong focus on how the consumer will engage, act & react to the story or conversation they are involved in, and this keeps me driving him forward.
With the Internet’s ability to empower individuals, social media platforms have become powerful forces for change and community action. Social media interconnects millions of people at any given point providing everyone with a megaphone that can be heard far and fast. While companies conventionally buy media and hire PR agencies to tell people about their […]
There’s no such thing as a captive audience. Gone are the days of neat and discrete moments in time where advertisers talked to target audiences. Today’s is a culture in constant motion. And the dizzying array of platforms, constant connectivity and ever-increasing speed of information has left the ad industry out of sync with its audience. People don’ […]
“Information wants to be free.” It’s the unofficial motto of the free-content movement and the populist opinion of a society that lives through and makes a living out of the free information that’s a mouse click away. We’re all used to traveling quite a distance on the information highway without any tollbooths. So for marketers today (especially i […]
Everything is information and information is everything. It’s the mantra of marketing in an age where people are constantly creating collectible data—all the things we do, say, use, buy, click and share are data points in the graphs of our lives. But in an increasingly visual society, pie charts and bar charts can’t begin to do justice to this wealth o […]
Reduce, reuse, recycle — we’ve all heard it a million times. It was the simple mantra that marked the mainstream arrival of the environmental movement. But from this clever catchphrase has grown such a cacophony of “green noise” and green-washed marketing that people have gotten overwhelmed by the right things to do. However, since 83% of people say […]
