Swedish Armed Forces - Who cares?
Campaign

Together with B-Reel and DDB Stockholm we created the campaign site "Who cares?” for The Swedish Armed Forces. It was a four-day long live-streamed social experiment. A black box was build and placed in central Stockholm where an unknown person was locked in. The person would sit there for at least one hour (or longer) until someone volunteered to take his place. A total of 74 people participated in this experiment which makes the average lock-in time for each person about 1h 20 min. It was a great success and it is reassuring to know that people do care after all.