Design > Brand-building

SALLA 2032

AFRICA DDB, Sao Paulo / HOUSE OF LAPLAND / 2021

Awards:

Bronze Cannes Lions
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Supporting Images
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Case Film
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Overview

Credits

Overview

Background

2032 will be a turning point in the battle against

climate change. If we don't act now, the damage will

be irreversible. According to the environmental monitoring resource The World Counts, human activity has already emitted over 8.6 billion tonnes of CO2 into the atmosphere and has melted 149.5 billion tonnes of ice as of January 2021.

Despite these worrying numbers, the climate crisis can often feel like a distant and unsolvable problem for many people.

As we're closer to the North Pole.

We are already feeling the drastic effects of climate change.

The landscape is melting, the temperature is rising,

and the winter is getting shorter.

Salla, Lapland will not be the same as we know today.

The whole city depends on snowy tourism.

We needed to put our tiny village on the map.

And ensure that people talk about Salla in a good way.

Describe the creative idea

Global Warming, as the name says, is a Global Problem.

We hijacked the biggest global event of the year.

A crazy idea with a serious message.

We launched an unlikely bid: one of the coldest cities in the world as a Candidate City for the 2032 Summer Olympic Games.

The objective of the campaign was to generate awareness

So, we've followed all of the required application steps

of real submission. This included creating a bid film,

a logo, a bid book, a swag store, sports pictograms, a mascot.

Among other materials.

Salla 2032 instantly spread across the globe in a

call to action to raise awareness on how every person and company can help to fight climate change by becoming more sustainable and doing their part. Not just to keep Salla cold, icy, and snowy, but also to stop Climate Emergencies from becoming inevitable all around the planet.

Describe the execution

The irony of the campaign went to every piece of content that

a real bid does:

The official logo was based on our iconic and snowy "Sallatunturi" mountain but melting by the Global Warming Rings that gained a new meaning:

Blue stands for the water crisis, green for the rainforest "Die-Back", Black for CO2, Red for the burning forests, and yellow for the temperature that is getting hotter.

In partnership with Domestika, we invited artists to create Salla 2032 Official Poster. Then, we held a contest on social media to choosing the official one.

A swag store was created with official Summer Olympic

Games Merchandise.

The official site showed how Salla was preparing

to host the summer games.

The mascot is a Reindeer whose species is being especially affected by the temperature.

A 230 pages bid book showed a detailed plan of how Salla would host the Summer Olympics.

List the results

Phenomenal response, including the Former President of Finland, Greta Thunberg, Anitta, and many other celebrities sharing organically. 59 Embassies of Finland around the world sharing the idea. Inspired numerous parodies - Antarctic 2032,

Oymyakon 2036, Siberia 2036, among others.

Enabled us to focus conversation online and capture the attention of people all around the world. People from China to Paraguay, from all walks of life, were talking about and sharing this crazy idea with a serious message. Some wanted to buy merchandise. Others wanted a poster.

With zero paid media, the discussion about Global Warming gained the headlines.

The Meltwater tracker revealed that 1237 news have been published in 118 countries.

7,586 billion media impressions.

Earned Media Value: $157MM (US)

879% Increase in Conversation About Global Warming

on Social Media. Reaching over 226 million users.

Salla became the most mentioned city on Twitter,

during three weeks with 1.2MM mentions.

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