Sweden 2025 Winners
Commercial Category
Gold Prize
Elgiganten
“Broken Billboards”
By Nord DDB
To remind people that Elgiganten not only sells pre-owned tech but also helps recycle e-waste, this campaign turns digital screens into the message itself. With cracked, flickering, and seemingly “broken” DOOH-screens, the ads humorously grab attention and highlight the importance of sustainable tech disposal. The creative use of malfunctioning visuals makes people stop, smile, and remember to bring their old electronics to Elgiganten – transforming digital clutter into real-world action for the environment.
Silver Prize
RFSU
“Eye It to Try It”
By Valtech Radon
RFSU wanted to highlight its full range of 60+ products beyond condoms, which are often hard to market due to regulations and social taboos. This campaign turns hesitation into engagement: a mixed-reality screen reacts when passersby stop to look, animating products like rings and gels in playful, attention-grabbing ways. The longer someone engages, the bigger their reward—a personalized discount—turning bravery into a tangible benefit. By combining humor, interactivity, and social dynamics, the idea breaks stigmas around sexual wellness, raises awareness, and encourages people to explore RFSU’s products in a bold, memorable way.
Non-Profit Category
Gold Prize
Scouterna
“Eldprovet”
By Accenture Song
This campaign redefines scouting as adventurous, modern, and tech-savvy, showcasing freedom, community, and real-world exploration. The interactive “Eldprovet” lets passersby ignite a virtual fire by rubbing their hands in front of a screen, with AR effects responding to real-time weather conditions. Successfully starting the fire earns a digital scout badge and a congratulatory message, encouraging participants to seek real adventures beyond the screen. By blending technology with nature, the idea strengthens pride, curiosity, and respect for scouting, reaching both young people and decision-makers while highlighting the movement’s relevance and impact today.
HALO Category
Gold Prize
Elgiganten
“1337 Discount”
By Nord DDB
Leveraging a cult phenomenon in gaming culture, this campaign strengthens Elgiganten’s connection to the gaming community while driving traffic to its e-commerce. Digital displays communicate exclusively in “leetspeak,” a language only gamers understand, making them feel included and excited. For one minute each day at 13:37, the screens reveal exclusive, time-limited gaming offers, creating anticipation and turning the activation into a daily event. Hints shared on relevant online forums build hype, transforming the space into a gathering point for gamers.
Students Category
Gold Prize
Skandia, Ideér för livet
“Bortförklaringar”
By Sara Wiman, Berghs School of Communication
Skandia wanted to raise awareness and engagement for its foundation Idéer för Livet, highlighting the urgent need for adults to take responsibility for children facing mental health challenges and insecurity. The campaign uses interactive DOOH screens that measure passersby’s indifference—displaying phrases like “Not my responsibility” over images of vulnerable children. When someone stops, the screen shifts to show that a single person’s engagement can change a child’s life. By making passivity visible and emotional, the activation drives awareness, sparks conversation, and inspires more adults to act and support the foundation.
