Björk&Frihet (combined, competition (Swedish case)
Did you mean: Björk & Frihet?
Background
After 54 years, Emmaus Björkå left the international Emmaus movement and became its own independent solidarity organization — Björkåfrihet. However, the long history of Emmaus Björkå has proven difficult to break away from, and the old name still lingers among customers.
Insight
Björkåfrihet should stick to a single expression and not mix between Björkåfrihet and Björk & Frihet. Björkå belongs to the past.
Björk & Frihet is more than just a sustainable business providing second-hand goods.
Search engine queries are used daily, and in this case, they can serve as an informative layout that the audience recognizes and that highlights the Björk & Frihet organization.
Solution
There are 55 million searches on the internet every day in Sweden — about 38,000 every minute. With our campaign, we want to show just how close change can be. Maybe it’s only a few clicks away?
Team: Isabelle Rydén (CW), Jesper Lindgren (AD), David Neråfors (DD), Emmy Näslund (IP), Marla Zavala Olguin (IP), Gabriella Floberg (EV), Erika Svedberg (EV)
We have chosen to use a search engine as the focus of our campaign. Primarily because we live in a digital era, but also because it is a tool that delivers information quickly and easily. The campaign is built around a keyword that connects to Björk & Frihet’s work and what they stand for.
Prints (SWE)
Both in physical and digital use
Event: Workshop
The workshop is an additional step to engage our audience with Björk & Frihet’s sustainable work. It takes place over the course of a day, where everyone is welcome to try giving new life to something old.
Case film (SWE)
Written justification
VWe have chosen to use a search engine as the focus of our campaign because its functionality fits perfectly with what we want to highlight: the ability to easily showcase more examples of what Björk & Frihet does and stands for — from selling second-hand clothing to their solidarity work.
The search engine is a recurring theme across all our campaign touchpoints. In our film and print materials, we connect keywords to what Björk & Frihet represents.
All media should maintain a consistent thread so that the audience clearly recognizes the sender. With this campaign, we want customers to understand what type of store Björk & Frihet is and to clarify what sets them apart from other “charity shops.” Björk & Frihet is not charity — they are a solidarity organization.
Our target audience is people who are already engaged with these issues and want to create societal change.
Björk & Frihet should be the obvious choice when it comes to purchasing clothing. We want the audience to feel confident in what supports Björk & Frihet and what distinguishes them from other businesses in the second-hand industry. The sense of being able to contribute and make a difference should be clear. When you buy a piece of clothing, you are not just buying it — you are helping them realize their programs.