Cannes Lions

THE PALE COMPLEXION EXAMINATION

KITCHEN LEO BURNETT, Oslo / NORWEGIAN AIR / 2014

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Overview

Entries

Credits

Overview

Execution

We engaged people in a phenomenon that happens in Norway every winter: Lack of direct sunlight reduces the body's production of vitamin-D drastically, and makes the skin loose glow and natural color. We developed a software that could measure the saturation and the greyness in peoples skin. Then we made an event on Oslo Central Station, where people could compete in being the most winterpale person in Oslo. Passersby where photographed, skintone were measured and the results were directly uploaded on the screens inside and outside the station area and on the Norwegian Facebook fanpage. The ultimate winner would win a trip for 4 people to vitamin-D friendly Gran Canaria.

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 with the brand through exposure on the screens at Oslo S.

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