portfolio

www.communicakers.com

brings cake

www.communicakers.comwww.communicakers.com

Torstein S. Skogedal �omas Eltvik

[email protected]

[email protected]

[email protected]@communicakers

www.communicakers.comwww.communicakers.com

AboutAs a team, Torstein and Thomas has visions of working creatively on jobs that

can inspire and enthuse customers. And win a lot of awards as well.

Mix a healthy dose of strategy, a teaspoon of copywriting and art direction, add two heads of creative consciousness and blend together to an

exquisite concept that melts in your mouth.

BriefThe 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.

1

IdeaWe 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.

1

Vær med og bevar en av Norges vakreste naturopplevelser

DEN NORSKE

TU

RI S T F O R E N I N

G

www.skrapforhardanger.no

DEN NORSKE

TU


G

Vær med og bevar en av Norges vakreste naturopplevelser


AdshelUnique 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.”.

DEN NORSKE

TU


G

Skrap for HardangerVakker utsikt, stillhet, frisk bris mot et varmt ansikt. Ikke la noe forstyrre fantastiske Hardanger.

Hjelp oss å kjempe for naturen


Print ad newspapersA half scraped shot of Hardanger. Text encourages to check the interactive campaign online.

DEN NORSKE

TU

R

I S T F O R E NI N

G

DEN NORSKE

TU


G

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

- skrap for Hardanger.


Direct mailTakes 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 govern-ment now wants to radically change one of the most beloved sceneries in Norway”. The rest of the text leading in to the campaign site.

Campaign siteWe 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

DEN NORSKE

TU


G

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.

DEN NORSKE

TU


G

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 streamingWe sent a live feed stream from the website on digital screens in Norway’s largest cities. Creating awareness and attention about the campaign.

2

BriefLaunch Umbro’s new shoe collection “A Frame” to a young and football inspired audience.

The shoe collection will be a lifestyle product alongside their existing workout clothes.

The brand has a position as a football brand, and therefore want to take this further. The new strategy is called “1350. Inspired by the pitch - for a life outside it. “A football match lasts 90 minutes. That leaves 1350 of the day.

Target audience are people between 16 and 24 that admire the football culture. They are culturally active and technologically updated. They are also conscious of the footwear they use.

2

IdeaPeople love their team. And seing their colors makes us proud. So we wanted people to fight for their team. And experience a match outside the pitch. Fighting for their team everywhere they go. And lose against rivals if they don’t take up the fight.

Make your step count is a huge multimedia campaign that takes place online, on football stadiums, digital advertising screens and in stores.

Download the application and cover the world with your teams colors wherever you go.

Available on all smartphones

Mark this and other streets with the colours of your team. Download the application

MAKE YOUR STEP COUNT

AdshelGet attention to the campaign and make people download the application

Available on all smartphones

Mark this and other streets with the colours of your team. Download the application

MAKE YOUR STEP COUNT

Choose team

Shop

MAKE YOUR STEP

COUNT

Team nameCELTIC FC

Shop

26Shoes

>

CELTIC FC

Wins121

Team mates 93

QR

2X

Tap In

Matchday

CELTIC FC

Color the town center It´s match day! Today you have the possibility to mark your stadium with your banner. The team with most steps in the town center wins. Hurry up and drag your banners around!

Shoes to earn:

Accept Challenge

Activity My team Challenges Profile Shop

CELTIC FCColor the town center- and get your colors all over the stadium monitors

Take over these 5 malls- and get your banner at the monitors at 5 malls

Surrond the stadium- and get your banner from top to bottom outside the stadium

Select colorSelect pattern

CELTIC FCCELTIC FC


CELTIC FC


Brown Shoe 1350 This is the new 1350 A-frame shoe from Umbro. Football inspired life style shoes.

BonusYou will get the 2x matchday button. Double your banner once a week and win challenges!


CELTIC FC

>

Activity My team Challenges Profile ShopActivity My team Challenges Profile Shop

ApplicationDownload the application “1350 - make your step count” to your smart phone.

Register your team or join a team that is already registered.

Choose team

Shop

MAKE YOUR STEP

COUNT

Team nameCELTIC FC

Shop

26Shoes

>

CELTIC FC

Wins121

Team mates 93

QR

2X

Tap In

Matchday

CELTIC FC


Shoes to earn:

Accept Challenge






CELTIC FCCELTIC FC


CELTIC FC





CELTIC FC

>


Mark your city with your team colors, using the GPS function. The streets you walk will be marked with the colours of your team. You can see your teammates and follow the activity from opponent teams. The goal is to dominate the city with your team colors.

Umbro challenges their users on matchdays. Challenges can be taking over a mall, a spesific area in your town or a zone around the stadium.

Choose team

Shop

MAKE YOUR STEP

COUNT

Team nameCELTIC FC

Shop

26Shoes

>

CELTIC FC

Wins121

Team mates 93

QR

2X

Tap In

Matchday

CELTIC FC


Shoes to earn:

Accept Challenge






CELTIC FCCELTIC FC


CELTIC FC





CELTIC FC

>


View your stats and share them with friends on social media through your online Umbro profile. All teams recieve their own customized QR-code.

Browse through Umbro’s shoe collection. Share and find the nearest place to buy them, or order online

PRODUCTS VIDEOS DOWNLOADS ABOUT UMBRO SIGN IN / SIGN UP

Wins121 26

Shoes

Team mates 93

Activity My team Challenges Profile Shop Leaderboard

+

.CONTACT .UMBROSHOP .TEAMWEAR .THE FA .UMBRO BLOG .PRIVACY .TERMS .CAREERS

follow us newsletter where to buy

Leaderboard

1. Celtic2. Team Umbro3. Brazil

Web siteOn the Umbro campaign site, you can get full view of your own city, or cities all over the world. Check leaderboards, challenges, your team and profile and buy A frame shoes directly from the site.

Tailored By CELTIC FC

Interactive web bannersTap in with your online Umbro account. The team with most tap-ins will have their team dominating the website.


CELTIC FC

>

Tap inTap in with your QR-code at the Umbro tap in station. Your team will appear on the digital board. Anyone with the app can tap in their team and take over the board.

Stadium bannersWhichever team who wins the most challenges on matchdays will have their team dominating digital ad screens around the stadium during the match.

Pinnacle ProductOrder your special edition Umbro A frame shoe with the colors of your team on the A frame.

BriefIn 2007, only 61% of Trondheim’s population voted. The majority of the remaining 39% are people between 18-25. The reason they don’t vote? They don’t care because the politics are too complicated.

3

IdeaOur target audience is picky and selective in how they spend their time. We believe they avoid voting because a lack of knowledge. So we have to teach them about politics. Without them know-ing they’re being taught. And make them spend some of their valued time on politics.The concept “Table Talk” is an online and ambient conversation starter based on low-level politics. We made an Internet forum crossed with Twitter where people discuss subjects everyone in Trondheim can relate to.

3

ELECTION 2011

About

12 september

Find your polling place

TABLETALK

SCHOOL

GREEN ZONES

PUBLIC TRANSPORTATION

CULTURE

140 Post

“After the nightclubs started closing earlier, we’ve seen radi-cal changes in night time violence.”

“Let people decide for themselves.”

“Byvolden har blitt redusert med 30%. Keep it that way”

“Night time violence has decreased by 30 percent since drinks sale started closing earlier. Proof enough?”

“When night clubs close early shady business involving drugs and prostitution blossom. Expand night club opening hours instead so we don’t have to deal with lawlessness.”

“Just go out an hour earlier. Problem solved?”

“People really should stop drinking at 3AM.”

Bare blåbær 24.aug.2011

Tulla Fischer 25.aug.2011


Choco Boco 29.aug.2011

Blæst 29.aug.2011

Blæst 29.aug.2011

Blæst 29.aug.2011

23

21

18

18

15

10

3

NIGHTLIFE

“People really should stop drinking at 3AM.”

“Night time violence has decreased by 30 percent since drinks sale start-ed closing earlier. Proof enough?”

“Let people decide for themselves.”

After the nightclubs started closing earlier, we’ve seen radical changes.

Bare blåbær 24.aug.2011



Choco Boco 29.aug.2011

140

omFind your polling placeAbout

Post

TABLETALK

Web siteA media where all content is user generated. Working partly as a forum and partly as Twitter. Giving people the opportu-nity to discuss well-known subjects, read other contributions, browse through categories, give starts to posts they like, and share them on social media like the real Twitter. And Facebook of course. The website is a multi platform adapted site also functioning on devices like smart phones and tablets.

AdshelsWe spread the campaign and make discussions visible all over Trondheim.All advertising have a QR code that sends you to the website.

TABLETALK

www.tabletalk.com www.tabletalk.com

"The harbor should be open on public holidays to control the festivities of high school kids."

"The harbor is a place for everybody and the hectic partying causes discomfort and littering."

www.tabletalk.com

"It's important that Trondheim use our resources in improving content

and facilitation"

"To create learning we have to create satisfaction. And therefore renovation in school buildings."

www.tabletalk.comTABLE TALK

SCHOOL

Per, 28

Jonas, 26

www.tabletalk.com

"The harbor should be open on public holidays to control the

festivities of the high school kids"

"The harbor is a place for everybody and the hectic partying causes discomfort and littering."


GREENZONES

Silje, 19

Kim, 25

Table coastersHave you ever sat in a coffee shop just fiddling with a candle or a napkin? … Of course you have.

That’s why coffee shop tables are the perfect medium. We find our urban target audience by distributing table coasters on every coffee table in all of Trondheim’s coffee shops.

The subjects on the coasters are some of the most discussed and relatable themes in our city. In that way, everyone can participate in the discussion. The two quotes on the coasters are political counterpoints.

www.tabletalk.com

"Alcohol serving should close when the clubs close. Let people make

their own decisions."

"To avoid shenanigans when clubs close it is important and correct

that serving closes earlier."


NIGHTLIFE

Simen, 28

Melissa, 26

www.tabletalk.com

"We need more departures. Todays coverage is far to low."

"People should adjust their sched-ules. We should rather use money

on modernizing busses."


PUBLICTRANSPORTATION

Line, 32

Jens, 24

www.tabletalk.com

"Trondheim should expand our culture to be even more attractive."

"Our culture already attracts lots of people. Better content instead of

expansion."


CULTURE

Torstein, 28

Gudmund, 31

www.overbordet.no

”Vi trenger flere bussavganger. Dagens dekning fyller ikke

transportbehovet.”

”Folk må greie å tilpasse seg rutene. Pengene må heller gå på å

modernisere alle bussene”

TableclothAn ambient that lies on tables in cafeterias and cantinas on all schools in Trondheim. The colour of the tablecloth matches the subject. People at the table fill the blanks. The tablecloths are switched to next subject every week.

StickersThe Table Talk stickers will be placed on doors of every spot that has the table coasters.

4

BriefAdvertise a product from a global brand in a way that couldn’t have been done five years ago, to an audience ofyour choosing.

See the case study:

http://vimeo.com/23078693

4

Coin

01.09.2011 six golden coins will be dropped around the world. If you get hold of one, you’ve got one hour. One hour to make it count. And run your heart out. Because when your 60 minutes is up, you have to wait a whole year for a second chance.

Wouldn’t it be hard to pass away the op-portunity to win a lifetime sponsorship from Nike Run? Or 500 000$?

Run

LocatePrices Rules

Email

Name

Register name and mail

Just do it

The ten best runs with each Nike coin win a pair of slick Nike shoes of your choice.

The best run combined from all the coins around the globe wins a lifetime sponsorship from Nike Run or 100 000$.

Prices

LocatePrices Rules

You can pick up the Nike coin when you’re within 50 m of it. Then you run like an animal.

However, you can not pick up the Nike coin while someone else is running. If the coin is inactive for a week, it get’s dropped in the nearest city with a population over 50 000. And remember, you only get one shot each year. Make it count.

RULES

LocatePrices Rules

Time left

Meters

LocatePrices RulesLocatePrices Rules

Distance covered

Share your run

Top List

1 1You are within 50 meters of the coin!

Pick it up

LocatePrices Rules

Run

OKOKCancelCancel

The gold coin is close!The gold coin is close!Locate?

Coin Cape Town

Coin Sydney

Coin Rio

Coin Paris

Coin Hongkong

Coin New York

Login

Name Distance Country Date of Run

Peter Pan 14237 m France 15.06.2012

Thomas Eltvik 14121 m Norway 04.02.2012

Torstein Skogedal 13098 m Norway 23.03.2012

Simen Larsen 12234 m Norway 27.02.2012

Leaderboard Leaderboard Leaderboard Leaderboard














Name

Password

Leaderboard Rules & pricesMap Your Run

SHARE

Leaderboard Rules & pricesMap Your Run

LoginName

Password

Locate Coin

SHARE

www.communicakers.com

Torstein S. Skogedal �omas Eltvik

[email protected]

[email protected]

[email protected]@communicakers

brings cake

portfolio

Documents

s t f o r en ingskrap

s t f o r en ingwww

noden norske t ur

s t f o r en ingi godt

hardanger natural

norwegian people

shot of hardanger

natural image of hardanger