2012 Results

CAT 41 - Public Interest Interactive (INT)


DDB Stockholm (SWEDEN)

Swedish Armed Forces, "Who Cares?"41-03137-INT

URL: http://adqualifier.com/competitions/2012/eng/armedforces/whocares/integrated/

Agency (city): DDB Stockholm

Creative Director(s): Magnus Jakobsson & Fredrik Simonsson

Copywriter(s): Martin Lundgren & Jeffrey Salomonsson

Art Director(s): Lisa Granberg & Daniel Mencák

Production Company (& City): B-Reel (web) & Atomgruppen (event)

Agency Producer(s): Elisabet Halming

Graphic Design: Patrik Pagréus

Programmer(s): Sebastian Ross

Business Director: Johan Dannemann

Account Director: Sandra Kaludjercic Bergman

Account Manager: Tina Munck

Digital Designer: Robin Karlsson

Planner: Adam Sandahl

Planner: Cornelia Wangel


The Swedish Armed Forces need to recruit young people to an occupation that in many ways requires you to give up your own comfort in order to help others. To highlight this aspect we created a digitally integrated event in Stockholm to see how far people are willing to go for one another. A person agreed to sit in a small box until someone replaced him. The question was: Who cares? Every hour a door would open, and if someone else was there to take his place, he could leave.

An integrated campaign directed people towards a live-streamed website where they could follow the person in the box in real time via 4 different cameras. But visitors to the site could do absolutely nothing to help him. This time no social media actions helped; no like would affect his fate, and no tweet could get him out of there. The only way to act was to physically take the place yourself.