Johan Dannemann
Johan Dannemann
Stockholm, Sweden
TitleWho cares?
Agency
Campaign Who cares?
Advertiser Swedish Armed Forces
Brand Swedish Armed Forces
Tagline A person will stay locked up until replaced
Story

The Swedish Armed Forces need to recruit young people to an occupation that in many ways 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 sit in a small box until someone replaced him. The question was: Who cares? Every hour a door would open, and if someone else was there to take his place, he could leave.

Media Type Case Study
Creative Director
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