Brave work worth sharing
By David Ryan
Now we’ve rolled back (literally) into the office after the festivities, here’s a round up of the bravest and best work that launched into the market in December.
Clear Channel’s Homeless Project
The UK winter can be unforgiving, but imagine if the temperature fluttered between -2 to -22 degrees Celsius for 3 months of the year as it does in Sweden. Well, Clear Channel have found a way for their digital billboards to help the most vulnerable in this weather – the homeless.
When the temperature drops to -7 degrees Celsius (the city’s crisis temperature limit), billboards across Stockholm are triggered to display directions and opening times of nearby shelters.
The innovative billboards, which use data sources such as time, weather forecasts and location, are situated in 53 different locations, which are known to be gathering points for homeless people during the winter months.
This is a brilliant, much-needed idea. We can only hope that Clear Channel rolls out this technology to help cities and the people that need it most.
Peta ‘Animals are not Christmas gifts’
We’re all familiar with the slogan ‘A dog is for life, not just for Christmas’, but the sad fact is that for some people the message still isn’t getting through.
It seems as soon as the decorations are down and the owners realise the real implications of being a pet owner, the animal is dumped faster than their Christmas tree.
Peta decided to highlight the ongoing problem by releasing dog sculptures, which were illuminated in Christmas lights, in various locations across Hamburg.
The striking campaign, which showed the dogs tied up, highlighted the most common locations where animals are abandoned including parks and motorway sidings.
A beautifully executed and impactful idea that hopefully persuaded people to think before purchasing an animal as a Christmas gift.
Morrisons Quieter Morning
Christmas is an extremely stressful period for some people. This seems to increase every year by the early arrival of festive point of sale in-store or jingle filled TV ads airing in October.
Morrisons realised this and stepped in to announce their ‘Quieter Morning’ activation. On 22nd December, the last Saturday before Christmas, Morrisons turned off all its music, even the checkout beeps, with the aim to give shoppers a calmer experience.
This shrewd move, which was rolled out to all 494 stores between 9am – 12pm, gave the supermarket a point of difference for a big final push before Christmas. It looks like it worked as they recently announced a 3.6% increase in sales compared to previous Christmases.