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Who Cares?

Award: Wood Pencil

Wood Pencil / Digital Advertising / Integrated Digital Campaigns / 2013

The Swedish Armed Forces need to recruit young people to an occupation that 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 be locked inside in a box until someone volunteered to replace them. The person’s fate depended on the sympathy of others. To encourage potential recruits, footage of the hostage was streamed live on our campaign site. Those with the right response would be mobilised to come over and take the person’s place.

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