MSB: tomorrow’s plans are too far away.
So, this is a hypothetical case where we were to come up with an idea that only AI could realize. This was our only guideline, so our team started exploring the idea quite freely. Our team felt it would be meaningful to have a more positive impact on the AI situation, considering the ongoing discussion in the media about how AI "will take over all jobs".
We started to consider what’s important to Swedes. This included everything from Swedish cornerstones such as traditions to the companies that have shaped our culture over the years. We were also considering highlighting the forgotten history of the Sami people and combining it with some official governmental body. Although this did not lead anywhere, it did help us to come up with our final idea.
As you might remember, we had a major crisis in 2020. The pandemic caused some panic, with people hoarding toilet paper and canned goods. There were people suggesting "alternative" remedies like horse dewormer and claims that smoking cigarettes would "kill the virus". But what didn't get much attention was which organization held Sweden together. We have heard of nurses working extreme shifts with few medical instruments and a great lack of air conditioning, but we rarely heard anything about the MSB.
As you might remember, we had a major crisis in 2020. The pandemic caused some panic, with people hoarding toilet paper and canned goods. There were people suggesting "alternative" remedies like horse dewormer and claims that smoking cigarettes would "kill the virus". But what didn't get much attention was which organization held Sweden together. We have heard of nurses working extreme shifts with few medical instruments and a great lack of air conditioning, but we rarely heard anything about the MSB.
MSB, or the Swedish Civil Contingencies Agency in english, functioned a bit like an invisible actor. When it was necessary to test for Covid, the MSB was there with their barracks and tents.
Well, with the ever encroaching risk that Sweden could be dragged into war by Russia, analysts believe there is a risk that what happened in 2020 will happen again. Swedes may start hoarding things in panic before a war, as they are unprepared.
So what's our solution?
We want to raise awareness about the MSB and let the Swedes know who they can turn to in times of need and crisis. We think with the creation of an Artificial Reality program that uses technology, we could communicate this information to Swedes. We’d use Ocean Outdoors' hi-tech screens, as these screens are highly capable and geared with some of the highest end technology available. These screens can identify where the screen is placed, have internet access as well as access to cameras that are placed inside the screen, which we’d use to capture a series of images, then modify these images and display them on the screens.
The modification could be for example Kungsgatan being flooded or a building burning in the background, with a text at the bottom of the screen saying "prepare today - for what happens tomorrow". With a CTA at the bottom urging people to download the MSB's crisis website.
We believe that if we show the Swedish people the danger that may come, they don't need to visualize it, because the feeling is coming from the screen.
The Short Version:
Client: MSB
Problem: People can't imagine crisis.
Insight: Crisis is something you have to feel to be able to visualize.
Solution: A Campaign that uses high-tech Out Of House screens with AI modified versions of the actual locations. These screens are outfitted with different versions like flash-floods, fires or explosions to make people see crisis clearly, and then go onto the website to get more information.
Work by Anton Andersson, Tobias Andersson, Jonathan Jonsson, Henry Karlsson & Matilda Persson.
Rework by Tobias Andersson.
