LBi’s SYRUP wins ‘International people’s voice award’ at the WEBBY’s
Syrup’s Hello FRA campaign is this years People’s Voice Award Winner in Interactive Advertising at the 13th Annual Webby Awards.
Hailed as the “Internets highest honour” by the New York Times, 500,000 people voted for their favourite websites, videos and ads. Syrup Stockholm will pick up their award in New York on 8th June, fans will be able to watch the ceremony, including Syrup’s ‘5 word only’ speech via YouTube.
Hello FRA is the campaign that introduced digital disobedience to the net. In spring 2008, the Swedish government proposed a new law that makes mass-surveillance of e-mail-traffic, sms, phones, etc. possible of Swedes without suspicions of illegal activity. With the campaign Hello FRA, the little independent newspaper Fria Tidningen, gave people the opportunity to sabotage the new law and join the fight.
Syrup created a simple standard text that people can put in their e-mails that makes FRA’s computerized search programs react. This will make the FRA’s digital e-mail filters busy analyzing ordinary e-mails, and will make their million-dollar investment worthless. With a simple mail signature people can spread the word through their daily mail communication. The text can be changed randomly with different “dangerous” trigger words. Without any media investment, the campaign spread instantly,, e-mail to e-mail and blog to blog.
Fredrik Lundgren, Creative Director at Syrup, “The beauty of the campaign is that it shows that people wish to be part of the message. A very simple way to use the social functions on the net and give people a tool to express their view”.
Jonas Sandström, marketing director at Fria Tidningen, “The first time I got an email with a Hello FRA-signature in my mailbox from an outside contact; I realized the extent of the campaign.”
The 13th Annual Webby Awards received nearly 10,000 entries from over 60 countries and all 50 states.
Tags: Amsterdam, award-winning, campaign, ePr, event, LBi Group, Syrup, Vodafone