Systembolaget / Swedish alcohol retailing monopoly - "The Orienteer"

Tempel Stockholm, Sweden

3769

Title	The Orienteer
Title (original language)	Orienteraren
Agency	Tempel
Campaign	Not buying alcohol to minors - Systembolaget
Advertiser	Systembolaget
Brand	Systembolaget / Swedish alcohol retailing monopoly
Posted	June 2000
Business Sector	Anti-Drug/Alcohol/Tobacco Message
Tagline	Don't buy alcohol to minors
Tagline (original language)	Handla gärna! Men köp inte ut.
Story	Officer Raol sticks a hand-grenade in the hands of a young boy dressed for orientering. Officer Raol pulls the pin and tells him to run along. "This is how bad it can end if you buy alcohol to minors, and then it's your fault."
Philosophy	Use a well known comic personality, Officer Raol, and make him show his point "this is how bad end if you buy alcohol to minors, and then it's your fault."
Problem	Older sisters and brothers/friends tend to buy alcohol to younger friends. Without thinking about the consequenses it might lead to.
Media Type	Television
Length	20 seconds
Market	Sweden
Copywriter	Anders Tempelman
Art Director	Olle Mattson
Agency Producer	Carl Molinder
Director	John Nordling
Director of Photography (DOP)	Fredrik Kallinggård
Production Company	Efti Mainstream