ANR BBDO – ART DIRECTOR, 2019
DIGITAL CAMPAIGN
CLIENT: SVERIGES RADIO
Brief: Sveriges Radio P3, a public service radio station focused towards a younger audience (18-35), wanted a launch campaign for their Messenger news bot. With the bot you get to choose what categories of news you’re interested in. The launch campaign was to be set in a digital arena with YT trueview and short social ads as primary spots.
Solution: P3 is known for their strange and unconventional news segments – a new species of turtles that breath with their dicks or a group of squirrels that has fucked themselves to death are just a few examples of what they have reported on.
With this in mind we wanted to highlight the different relation people from various generations have towards news. For some it’s interesting and entertaining, for others it’s nonsense. The concept of the launch campaign became: ‘Almost any news you want’.
We created two long YT trueview spots where the message would land within the first 5 seconds, which also translated well to short social ads.