| Titre | The Knotted gun billboard |
| Agence | ACNE |
| Campagne | The knotted gun billboard |
| Annonceur | Non Violence Project |
| Marque | Non violence |
| Mise en ligne | Octobre 2018 |
| Secteur d'activité | Droits de l'homme |
| Synopsis | Non-Violence breaks its ten-year silence in Swedish advertising by pointing a ten-meter revolver at the central square of Stockholm from city’s most prominent interactive Billboard. Created and produced by ACNE, the campaign is an appeal for action: Want to see change? Donate to 123 59 04 933. With each donation made via mobile phone, the contributor will witness, in real-time, the revolver’s nozzle twist into a knot and transform into the iconic Non-Violence logo created by Carl Fredrik Reuterswärd. ACNE wanted to shed light on the invaluable local and global work of Non-Violence to inspire, motivate and engage young people to resolve conflict in a non-violent way while reminding passersby that programs initiatives are only made possible through donations. |
| Philosophie | Since a lot of people connect Non-Violence to the statue created by Carl Fredrik Reuterswärd and not with the initiative that sprung from it, we wanted to make the connection between the organization and their iconic logo as clear as can be. To do just that we launched an interactive gun (billboard). Our leverage became Sweden’s increasing gun violence. The campaign appealed for action, with the billboard stating – “Do you want to see a change? Swish 123 59 04 933.” With each donation made via mobile phone, the contributor witnessed, in real-time, the revolver’s barrel twist into a knot and transform into the iconic Non-Violence logo. |
| Problème | After nearly ten years of silence, Non-Violence wanted to break back onto the Swedish scene of advertising, to raise awareness for their cause – to inspire, motivate and engage young people to resolve conflicts in a non-violent way. |
| Résultat | The idea re-established the connection between Non-Violence and their logo, reminded people that Non-Violence initiatives are only made possible through their donations and, most importantly, increased donations to Non-Violence by 300% within no more than one week. |
| Type de média | Affiche / Panneau grand format |
| Longueur | |
| Directeur de la création | Johan Bello |
| Senior Creative | Tiago Pinho |
| UX Strategy Senior Planner | Matthew hearle |
| creative | Joel Lindblad |
| creative | Mirian Tsujita |
| creative | Christian Karlsson |
| Chef de projet | Emma branting |
| Producteur exécutif | Niclas Bergström |
| Directeur technique | Svante Hellberg |
| client | Zena Fialdini |
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