Brief The Norwegian government wants to build electrical wiring over the most beautiful view in Norway, shipping electricity to Norway’s second largest city. The Norwegian tourist association strongly oppose this, and therefore wants us to make a campaign stating their opinions. The place they want to build the wiring is called Hardanger.
Idea We have to show the politicians that the Norwegian people want to keep Hardanger natural and beautiful. And it’s not enough saying it. We have to show it. And it has to be truthful. Therefore we activate and include the Norwegian population in our communication. Making people show politicians that the masts are unwanted.
Adshel Unique adshels where people can scrape the surface and to remove the masts and reveal the background. The text says: “Join in and treasure Norway’s most beautiful scenery.”.
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Vær med og bevar en av Norges vakreste naturopplevelser
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Print ad newspapers A half scraped shot of Hardanger. Text encourages to check the interactive campaign online.
Skrap for Hardanger Vakker utsikt, stillhet, frisk bris mot et varmt ansikt. Ikke la noe forstyrre fantastiske Hardanger. Hjelp oss 책 kjempe for naturen www.skrapforhardanger.no
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I godt over 100 år har Den Norske Turistforening gitt natur opplevelser for livet. Nå vil regjeringen dramatisk endre en av de mest tradisjonsrike naturopplevelsene i Norge.
Vær med og bevar norsk natur
www.skrapforhardanger.no
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- skrap for Hardanger.
Direct mail Takes the essence from a lottery ticket with a scrapeable surface. Text on backside: “For over 100 years The Norwegian Tourist Assosiaction has provided nature experiences for life. The government now wants to radically change one of the most beloved sceneries in Norway”. The rest of the text leading in to the campaign site.
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Skrap for Hardanger! I godt over 100 ĂĽr har Den Norske Turistforening gitt natur opplevelser for livet. NĂĽ vil regjeringen dramatisk endre en av de mest tradisjonsrike naturopplevelsene i Norge. Skrap et felt av mastene vekk fra Hardanger, og marker din stemme mot kraftutbyggelsen.
Campaign site We encouraged the Norwegian citizens to scrape for Hardanger on the campaign site. When 250 000 people had scraped, the full natural image of Hardanger appeared. The image was continously streamed on digital screens in Norway’s largest cities
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Skrap for Hardanger! I godt over 100 år har Den Norske Turistforening gitt natur opplevelser for livet. Nå vil regjeringen dramatisk endre en av de mest tradisjonsrike naturopplevelsene i Norge. Skrap et felt av mastene vekk fra Hardanger, og marker din stemme mot kraftutbyggelsen.
You could also connect your activity to social media, giving your friends opportunity to see where you’ve scraped, and how many of your friends who’s interacted on the page.
Digital screen streaming We sent a live feed stream from the website on digital screens in Norway’s largest cities. Creating awareness and attention about the campaign.