Junkyard.se

Junkyard.se is the Mecca among skaters all around Sweden. It's a really strong brand within the target group.

Mission: Create a viral campaign in order to attract more visitors and buyers to Junkyard.se.

We started to ask ourselves where do skateboards come from, who makes them? The truth is almost better than fiction...
All the worlds skateboards obviously comes from the rare purple skate ostrich. This is not well known to the greater mass and less is known about the horrible conditions these poor animals live in in the third world.

A news report becomes public on the web showing a handheld video from a "factory" from the third world where skate ostriches live under extremly poor conditions. Having almost no food or water, get very little sleep and get beaten several times a day it's a scene so brutal it's hard to imagine it's for real.

The CEO for International Skate, denies all accusations and when being asked if the camera crew could make a visit to the factory the interview takes an abrupt ending.

In respons to the news report Junkyard.se makes a statement saying they are going to do what ever it takes to save the rare purple skate ostrich. Also telling everybody they will stop buying skateboards from International Skate immediately.

– This is not only bad for the ostriches; bad conditions for the animals leads to bad quality, which leads to more injuries. Says Björn Holmnäs of Junkyard.se in the interview.

To really make their point, Junkyard produces a short documentary regarding the whole issue and launches it all around the web, it's a super hit on Youtube and is the moste viewed video for three weeks. This is for real, we wont let this go quietly in to the ground! Junkyard shout to the world.

"Design you own skateboard and join the fight for a more just skate breeding."

The next step from the good hearted guys and girls at Junkyard is to implement a design contest to raise the question even more and where all the earnings will tribute to the cause.

Make your own skateboard design or upload an image.

When your done, feed the ostrich the design...

And out comes the finished product ready for the world to be seen. Share your creation and the message about the ostriches with all your friends through Facebook, Twitter or IM.

And if your design score the highest points it'll go on sale in a limited edition. And all the money that comes in goes to the cause of saving the rare purple ostrich.

Epilog.

Junkyard made a huge impact and got the word out all around the globe. They even got enough money to buy all the ostriches from International Skate and a number of other evil companies. Making the world at better place for the ostriches and a safer world for skaters.