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The 24 Hour Ad Break

Award: Graphite Pencil

Graphite Pencil / Integrated & Innovative Media / Innovative Media / 2015

Norwegian bank DNB has a 24-hour customer service. Customers can call and receive great financial advice all day and all night. But not everybody knew that. Try/Apt decided to spread the news by creating the world's first 24-hour ad break. Instead of the usual four week campaign, DNB bought every single ad break on Norway's biggest commercial TV channel for an entire 24 hours, and invited the entirety of Norway to impart their valuable advice on any subject. Topics ranged from gardening tips to philosophical guidance. During the 24 hours DNB shared over 1,000 homemade film clips, totalling 2.5 hours of content, reminding everybody that if they need advice from their bank, they can always call DNB.

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