Non violence - "The Knotted gun billboard"

ACNE

ACNE Stockholm, Suecia

3015

This ad is part of the ACT Responsible Collection

Marca: Non violence
País: Suecia

Anunciante: Non Violence Project

Título	The Knotted gun billboard
Agencia	ACNE
Campaña	The knotted gun billboard
Anunciante	Non Violence Project
Marca	Non violence
Posted	Octubre 2018
Sector Empresarial	Derechos Humanos
Sinopsis	Non-Violence breaks its ten-year silence in Swedish advertising by pointing a ten-meter revolver at the central square of Stockholm from city’s most prominent interactive Billboard. Created and produced by ACNE, the campaign is an appeal for action: Want to see change? Donate to 123 59 04 933. With each donation made via mobile phone, the contributor will witness, in real-time, the revolver’s nozzle twist into a knot and transform into the iconic Non-Violence logo created by Carl Fredrik Reuterswärd. ACNE wanted to shed light on the invaluable local and global work of Non-Violence to inspire, motivate and engage young people to resolve conflict in a non-violent way while reminding passersby that programs initiatives are only made possible through donations.
Filosofía	Since a lot of people connect Non-Violence to the statue created by Carl Fredrik Reuterswärd and not with the initiative that sprung from it, we wanted to make the connection between the organization and their iconic logo as clear as can be. To do just that we launched an interactive gun (billboard). Our leverage became Sweden’s increasing gun violence. The campaign appealed for action, with the billboard stating – “Do you want to see a change? Swish 123 59 04 933.” With each donation made via mobile phone, the contributor witnessed, in real-time, the revolver’s barrel twist into a knot and transform into the iconic Non-Violence logo.
Problema	After nearly ten years of silence, Non-Violence wanted to break back onto the Swedish scene of advertising, to raise awareness for their cause – to inspire, motivate and engage young people to resolve conflicts in a non-violent way.
Resultado	The idea re-established the connection between Non-Violence and their logo, reminded people that Non-Violence initiatives are only made possible through their donations and, most importantly, increased donations to Non-Violence by 300% within no more than one week.
Medio	Billboard
Duración	65 seconds
Director ejecutivo de creación	Johan Bello
Senior Creative	Tiago Pinho
UX Strategy Senior Planner	Matthew hearle
creative	Joel Lindblad
creative	Mirian Tsujita
creative	Christian Karlsson
Director de proyectos	Emma branting
Productor ejecutivo	Niclas Bergström
Director técnico	Svante Hellberg
client	Zena Fialdini