Cannes Lions

TAKING OUTDOOR ADVERTISING TO NEW SKIES

ADFORM, Copenhagen / NORWEGIAN AIR / 2014

Awards:

1 Shortlisted Cannes Lions
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Case Film

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Overview

Execution

Norwegian people suffer from a lack of sun in wintertime, which can cause them to have a vitamin D deficiency and a pale complexion. We used this winter phenomenon to launch a memorable outdoor campaign encouraging people to visit southern countries.

Passers-by in Oslo Central Station could become “the star of the ad” themselves. They could have their picture taken. Then, a special software measured the amount of saturation for their skin. Contestants’ images were directly uploaded onto a giant screen, while the curious audience followed who was the palest person in the league. Three winners got a chance to visit sunny Gran Canaria.

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