Svenska PEN
Advertisement campaign
Advertisement campaign
Svenska PEN's mission is to defend freedom of expression. They work without borders, supporting imprisoned or heavily pressured writers, journalists, and authors worldwide. The task was to create a campaign for Stockholm's public transport that would make people look up from their phones, be moved, and feel compelled to support Svenska PEN's work.
So, what are people looking at while they wait for the subway? It's hard to say, but one thing we know is that YouTube videos like "Coke and Mentos Rocket," with its 2,785,864 views, capture a lot of attention. We chose the approach of "Slow TV" to draw people's focus and raise awareness of Svenska PEN. By showing a hydraulic press crushing objects symbolizing freedom of expression, we aim to give viewers a stark visual of the immense pressure on free speech. Paired with a powerful headline, the campaign seeks to provoke a reaction and inspire people to support Svenska PEN’s efforts.
So, what are people looking at while they wait for the subway? It's hard to say, but one thing we know is that YouTube videos like "Coke and Mentos Rocket," with its 2,785,864 views, capture a lot of attention. We chose the approach of "Slow TV" to draw people's focus and raise awareness of Svenska PEN. By showing a hydraulic press crushing objects symbolizing freedom of expression, we aim to give viewers a stark visual of the immense pressure on free speech. Paired with a powerful headline, the campaign seeks to provoke a reaction and inspire people to support Svenska PEN’s efforts.
