Vi Syns i Flen
Google Street View Guerilla Campaign
Category
Brand CampaignClient
Unilever / GB GlaceDate
June, 2019Location
Flen, Sweden
A local engagement campaign building pride for a whole city, hosted on google maps.
When building a concept for a summer campaign for Swedens biggest Ice Cream producer we found some interesting facts and figures. We started out with the premise of promoting that ice cream is a source of togetherness and happiness. What we found intriguing was that in the city where the actual products are made and the factory is located is the least happy city in Sweden. What we needed to do was to make Flen happy again, to give them something to be proud about.
So we created an initiative to gather the citizens of Flen and create our biggest photo shoot ever. A shoot covering the whole city and everyone was invited. We set a date when we would drive the streets with a custom StreetView car and told people whan e would pass their neighbouhood. We even gave them access to real time tracking so they could prepare.
And the results were amazing. People came together in clubs and associations or organized their local street and created flash mobs wearing balloons, there were junior gymnasts doing poses on top of a bathtub, a guy dressed in tinfoil and a guest appearance of Superman to name a few.
In such a small team my breadth in skills really come to play and the full width of creative leadership gets activated. I took lead in all steps of the process from concepting, to prototyping, technical evaluation, and design direction. I was also taking a major part in client presentations to the client team and the museum.
- Research
- Creative Development
- 360 Photography
- Technical Direction
- Prototyping & Testing
- Streetview Post production
- Streetview Administration
