Cannes Lions

THE PALE COMPLEXION EXAMINATION

KITCHEN LEO BURNETT, Oslo / NORWEGIAN AIR / 2014

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Overview

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Credits

Overview

Execution

The creative idea demanded an interactive digital solution that would refresh instantly in “offline” media. We needed hosting technology normal for traditional display ads (online banner ads) for digital out of home. The media team collaborated with media owners and ad hosting technology to create digital out of home spaces equal to traditional online display placements. The result is the first digital out of home ad hosted by a display ad company (as far as Vizeum, JCDecux and Adform knows) enabling an interactive solution with the simplicity as traditional display

Outcome

One new person attended every two minutes. Something we think is good considered that the involvement process took time (participant had to fill in personal details, contact address and a consent. Then the participant was photographed). Oslo Central Station is also a transit place where people usually are in a hurry. Therefore, it is evident that activity caught people's attention. Beyond the actual participation it was a goal to show people's participation in the brand through exposure on the screens at Oslo S. Something that worked very well through technology and interaction with the digital surfaces at Oslo S.

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