Get people to love the city's most hated advertising medium by doing good for the community
Get more advertisers to use the big screen located at the center of Stuplan, Sweden
People hated this screen. It is located at the middle of the town that is made of beautiful traditional buildings, and screen seems to ruining its scenery. Before getting advertiser to use the screen, First thing we have to do was to get Swedes ( both consumers and advertisers ) to love this screen!
We can’t change the location of the screen, but what if we could use the screen to do something good for the town? Swedes are known for not smiling to strangers. We thought of using screen to make people smile more.