The Swedish Peace and Arbitration Society: Singing Sailor [video]

Credits & Description:

Corporate Name of Client:     The Swedish Peace and Arbitration Society
PR / Marketing: FLB Europe/Jessica W Sandberg
Agency: Åkestam Holst, Stockholm
Executive Creative Director: Andreas Ullenius
Copywriter: Adam Reuterskiöld
Art Director: Fredrik Josefsson
Artwork: Daniel A. Bruce
Web Developer: Kalle Peterz
Producer: Johan Eklund
DoP/Motion Director: Eric Karlsson
Innovative Producers: Johan Wahlberg/John Müllersdorf
Description of the Project:
In the search for foreign submarines last year, the Swedish military just had their biggest mobilization for decades. But, they found nothing. Voices are heard for more resources.
The Swedish Peace and Arbitration Society, the world’s oldest peace organization want the world to think in new ways instead of falling back on territorial defense, military service and rearmament – the world does not need more weapons.
The Singing Sailor is a subsurface sonar system installed into the sea in the archipelago due east of Stockholm. It sends out the Morse code: “This way if you are gay”. The Singing Sailor also features a neon sign with a sailor waving his white flag above the text “Welcome to Sweden - Gay since 1944” (the year Sweden as the first country in the world legalized homosexuality). Interesting info for any submarines passing close by.
After a fortnight in the archipelago due east of Stockholm, the Singing Sailor’s reach was 1.5 billion people. Without any media money spent, The Singing Sailor created a 100 percent organic buzz. People from 146 countries have seen his video and he was on CNN to Moscow Times. The Nobel Prize committee tweeted the campaign and the Swedish Peace and Arbitration Society has been quoted in every possible media.