Street magazine in Stockholm reaches out to public on the back of stolen subway ads

Situation Sthlm is a street magazine sold by homeless people in Stockholm.  Although the magazine is written by and for Stockholmers, many do not know of its existence, and they constantly need to reach out to new readers, which with no media budget, proves difficult.
The Fotografiska centre for contemporary photography however, is known to most of the residents as a popular attraction. When they advertise on OOH in the Stockholm subway, they usually print extra copies, as the adverts are stolen by people who take the posters home to put on their wall.
Situation Sthlm took advantage of Fotografiska’s latest ad run by adding a message on the back for people to take home.
When the Fotografiska  advertised their exhibition “We Have a Dream” – with portraits of Dalai Lama and Malala among others– the magazine printed a greeting on the back of these coveted ads, sending a message to discover more sides of Stockholm. A message the Stockholmers carried all the way home.
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Via: Best Ads on TV

Swedish opera demonstrates how the homeless are ignored

Folkoperan is an opera house in Stockholm, which is currently playing host to its spring show, ‘God Disguised‘, which premiered on the 15th of February and runs until the 26th of March.
To promote the show, and illustrate how exposed groups are ignored in society- which is a primary theme in the show- Folkoperan and a number of homeless people who are performing in it took to ten different street locations with free tickets.
The actors wrote signs about their performance, offering two free tickets to the first people to stop and talk to them. They stood where you would expect to find them; by the subway, outside the grocery store and on many other of Stockholm’s busiest locations.
Thousands passed by and ignored the messages, taking  12 hours for the first person to claim 2 free tickets.
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Via: PR Examples

This Interactive Digital Billboard Warns What's Around the Corner

This incredible interactive digital billboard was used on a street corner in Stockholm to advertise Samsung’s new Galaxy 6s Edge. The phone has a wrap-around screen that goes from edge to edge, providing live notifications on the edges of the phone. To mimic this technological design, the billboard was created to wrap around the bottom of a corner of a building. There was a connected screen that was displayed to both connecting streets.
As people walked by, the screen flashed warnings about what was “around the edge,” flashing phrases like, “I hope you’re a dog person” before a dog walked around the corner or “Make way for latte mom” when a mother pushing a stroller with a latte walked around.
This amazed people and caused many to stop and stare, trying to figure out how the interactive digital billboard worked. Little did they know, an editorial team across the street in a cafe was choosing the phrases. This publicity stunt was a creative way to advertise the notification capabilities of Samsung’s new phone.
Video here:
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Via: Trend Hunter

Reebok gives people a lift (literally)

When the Escalators Died in Stockholm’s Subway, Reebok Was There to Give People a Lift Quite literally…
Last week, when the escalators in Stockholm’s subway stations were out of order, the sportswear brand, along with agency The Viral Company, recruited a bunch of athletes from Fit 4 Life, a local CrossFit gym, to give commuters a lift.
Despite the reasonable odds that the women panting at the top of the stairs—as well as some of the people who don’t seem to mind getting slung over some rando’s shoulder—are agency employees, the idea is cute, and a nice, down-to-earth extension of Reebok’s lofty new “Be More Human” strategy. (While there’s nothing special about Good Samaritans helping solo parents carry strollers up stairs, helping a pregnant woman by actually carrying her is a little more unusual—she was, according to the agency, late for a meeting.)
Nonetheless, the ad’s everyman heroes aren’t really doing anything impressive until they’re carrying their passengers raised overhead with one arm, like this guy. And they’re obviously not truly hard core unless they have a giant tattoo of Reebok’s logo, like this woman—though she is just one of some 28 Reebok-branded humans currently known to reside in Sweden, according to a recent headcount from the company.
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Via: Adfreak

Amusement Park’s Halloween Prank Scares People with ‘Possessed’ Poster

To promote its new haunted house attraction, a theme park in Stockholm, Sweden, decided to ramp up the scare factor by installing a‘possessed’ outdoor poster.
The theme park, Gröna Lund, leads people to believe that they can get a preview of the latest attraction by scanning the QR code on the poster using their mobile phones.
But little did they know, the real horror awaiting them isn’t from their phone screens.
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Via: Design Taxi