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New Blood Entry — Knock on Wood

Award: Wood Pencil

Connect4Climate / 2021

The challenge was to create an OOH guerilla marketing campaign for sport fans to engage in climate change while creating buzz on social media.

It’s game day. The car park outside the stadium is full. To decrease the levels of Co2 emissions we need to convince fans to leave the car at home.

How do we do that? Sports fans are super superstitious.
67% of sport fans perform rituals for their team's good luck.

Knock on wood is the most famous ritual for anti-jinxing. By placing two pieces of wood (marked home and away), to knock on inside targeted metro stations, we nudge supporters into taking action for the climate while engaging in their team's luck. Through sensors in the wood, Twitter is keeping score.

“Knock on Wood” is now the only superstition that actually makes a difference.

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