2012 Results

CAT 48 - Integrated Campaigns (INC)


DDB Stockholm (SWEDEN)

Swedish Armed Forces, "Who Cares?"48-02594-INC

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

Agency (city): DDB Stockholm

Creative Director(s): Magnus Jakobsson & Fredrik Simonsson

Copywriter(s): Jeffrey Salomonsson & Martin Lundgren

Art Director(s): Lisa Granberg & Daniel Mencàk

Production Company (& City): Web: B-Reel / Event: Atomgruppen

Agency Producer(s): Elisabet Halming

Graphic Design: Patrik Pagréus

Business Director: Johan Dannemann

Account Director: Sandra Kaludjercic Bergman

Account Manager: Tina Munck

Planner: Adam Sandahl

Planner: Cornelia Wangel

Digital Design: Robin Karlsson

Developer: Sebastian Ross

Short explanation

The morning the event started, we launched an integrated campaign including TV, print, outdoor, digital, mobile, direct, cinema, and radio that all encouraged people to visit a site. Here the person in the box was streamed live from several cameras that covered the room. People who visited the site could do absolutely nothing to help the person. This time there was no status update that would free him, and no tweet that could make a difference. Instead, they were encouraged to get to the box and replace the person for real. The box was also streamed live through banners and on digital billboards. Over the course of the event, the integrated campaign ensured that we had presented our target group with a predicament and a situation natural to the Swedish Armed Forces, and one that they themselves perhaps never would have considered.

The aim of the recruitment campaign was to gather 4,300 applicants for 1,430 open positions. The campaign helped site visits exceed 200,000 in just a couple of days. Social media, blogs, and forums quickly lit up with discussions concerning the recruitment campaign, and public service also reported of it. The nature of the campaign, and that the only way to make difference was to enter the box for real, helped spread the event across the digital sphere and ensured we got the attention of the target group. During a total of 89 hours that people could sit in the box, 74 people decided to enter and help whoever was in there. Some of them even travelled across the country just to be able to replace the person in the box. At the end of the campaign, 9,930 applications had been received. More than two times above the target.


The Swedish Armed Forces are once again recruiting. They need young men and women for an occupation that in many ways is about giving up your own comfort in order to help others. Our objective was to raise this question and attract people who are prepared to do this in real situations, and in ways that don’t include sharing something on Facebook or tweeting a specific hash tag. To do this, we decided to stage a scenario over the course of 4 days. We placed a box with an enclosed room in central Stockholm. A person willingly agreed to sit there until someone else took his place. Every hour a door would open, and if someone was there to take the place, he could leave. The question was: Who cares? Because this time the only way to act was to physically get to the box and take the place yourself.