Vision For All - SpecsHunters (shortlisted at the Young Lions SWE 09)

Vision For All is an organisation that collects old glasses from the western world and gives them away to the needy in troubled countries.

The mission was to get people in Sweden to notice VFA's work and donate their old glasses.

We soon realized we were not only facing a communication problem, we also needed to come up with a solution to make it easier for people to actually donate their glasses.

This is our idea.

Kids are experts in making their parents help them with all kinds of things. I know a lot of parents who find themselves alone in the kitchen making cookies to a school fair. We want to use these remarkable powers of persuasion.

But how?
These days you're still the cool kid in school if you have the right sweater but you're equally as cool if you have a lot of activity points or Stardollars online.
So with the promise of a lot of points or Stardollars at Sweden's top three communities for kids/teenagers we created a competition.

SpecsHunters!
The more glasses you collect and donate, the more points/Stardollars you get.
This is how it all works.

Two weeks before the actual competition we send out an e-mail to the 100 most active on each community and tell them they have a two week advantage of collecting glasses. Work hard, there's a bonus for the hardest working detective!

In time for the big launch we made take overs for all the three communities.

A campaign website is launched.

Get advice on how to become a better detective to find more glasses and where you can donate them.

Today you need to locate your local Lions Club International and give your glasses to them. Instead we placed big boxes in optician stores all over Sweden. You simply filled out your information, put the glasses in the box and VFA informed the three communities of your work and then you would get your well earned reward!
The kid who did the best job got an additional 50 points/Stardollars.

Body Bug

The Body Bug is a new type of electronic toy that is created to make the user move his/her

body and interact with the toy. Today, all you can do is connect your BB with the computer and check statistics of your movements, that’s it.

Our mission was to make a long term online strategy for the Body Bug.

Let's begin with a short story.

Once upon a time there were two peaceful kingdoms of BodyBugs that lived sideby side on two different islands. Many years ago the two islands were connected by an enormous bridge. But the third, evil, kingdom blew it up in an act of jealousy. From that day on the friendly kingdoms has tried to rebuild the bridge without any luck.

Until now...

When coming in contact with humans the BodyBugs the suddenly got the strength needed to rebuild the bridge. And the more you interact with your BodyBug the faster the bridge gets rebuild!

Collect points by solving problems and going on missions (the missions are age related so the older you get the more complex the missions will get). Sometimes the missions might even require you to get help from friends and their BodyBugs.

You are able to donate your points to the rebuilding of the bridge to speed things up.

So the more active you get, the faster the bridge get rebuilt.

What happens when the bridge is finished?

After decades of seperation the two friendly kingdoms can finally be together again. But evil waits behind the corner... One day the Queen of the western kingdom is kidnapped, and having control over all the electric power on the western island the BodyBugs only have six months to get her back or they are doomed...

And so the story contiunes.

Fly Nordic

"Fly to Gothenburg for $35.

Want to fly cheaper. Use this."

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.

BiC

Mission: Make a website for a pen.

How do you make an interesting website for a pen. Do you need a website for a pen in the first place? If you look at it the pen has but one really good feature, to write. So what good does it do online? The answer is simple. Nothing.

So instead of making yet another campaign site that goes away after a month or two I started to think about what it is that makes people use their pens in the first place.

Most of the time; An idea.

Regardless of you being a writer, art director, illustrator or a painter you start your work with a single idea. But sometimes you get stuck, hey, we're human. And when we get stuck, we want help.

So I decided to make BiC's homepage into a idea generator where you can get that inspiration any time of the day and even contribute with your own thoughts. In order to get people
to use their pens more we need to help them whenever they’re stuck.

Pantene

Svenska Spel

Svenska Spel came to us with a mission to create a social media strategy. We quickly realized that there was not a single positive word said about Svenska Spel online.
We could simply have made a blog to reply all the bad press but decided to take it a step further. The negative discussion online wasn't the big problem.... It's was the lack of a positive one.
So we created four steps to make that change:

Step 1:
A code of conduct for how to communicate Svenska Spel in social medida. Give them a united voice, dos and don'ts.

Step 2:
A social media news room. Give Svenska Spel all the power to follow everything being said about them self, about their competitors, trends etc.

Step 3:
Svenska Spel Live. A widget that allows players to interact with other players during the game, regarding it being football, golf or tennis. This is an excellent way for Svenska Spel to interact with their players in real time.

Step 4:
If all the people really knew what Svenska spel do with the earnings they wouldn't look at Unibet, Betson or Ladbrokes ever again. All the money you put in you'll get back, in some way.
The majority of the money not ending up as a win ends up in either in your local sports club, science or public welfare. We gave the players the option to decide where their money should end up. And let them know via mail as soon as their money contributed to the good cause along with a geotag showing all the contributions you, your friends and Svenska spel have done all across the country.

By implementing these four steps the negative discussion would no longer be the only voice heard.

A non smoking generation

In the early 1990's almost every kid in Sweden knew smoking was bad. Now, 20 years later, that knowledge has somehow gone lost.
Though kids have a vauge comprehension of what smoking do to you they have not yet taken sides. We wanted to catch them before they make a bad one.

By pinpointing on bad breath and acne, two of things that are most important when you're 13 years old, we hopefully make them realize you wont get the girl/boy of your dreams if you smell bad and have bad skin (it's cheap, but hey, it'll work).

By making a gigantic online wall where you can write what ever you want and upload a video of yourself kissing against smoking we send out a message to all smokers saying smoking is not cool and it wont get you loved.

IFK Malmö

The small football club IFK Malmö wanted to create some buzz about the themselves in order to get a bigger audience, more sponsors and in the end better players.

Wearing yellow clothes have earned them the nickname "The Canaries" and we choosed to make this the core message.

Starting off with a small teaser that the canary is back in the game.

Continuing with ads.







Together with TVC in the local TV-channel 4.

Akademibokhandeln - The book tip generator

Akademibokhandeln is Swedens biggest book store chain and has one of the biggest online stores. The campaign started with three ads done by three of my friends. They came to me asking if we could do something to broaden the concept. Of course we could!
The idea is to show what famous people read as kids and how that reflected on their future careers. "It all starts with a book".

Click for a large picture.

We decided to take this further and make it real and up to date. If your idol was influenced by a book, maybe you will...

Heineken - Preparty

Heineken - Future Lions from christopher hansby on Vimeo.