Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

Swedish Armed Forces: Who Cares?

Published on .

Helping people in need is key to being a soldier, but how far would you go? Would you enter a room not knowing when you might get out? That's the question posed by Who Cares?, the latest digital project from DDB Stockholm (with production by B-Rell) for the Swedish Armed Forces.

The site, which went live yesterday (7th March) centers on a person willingly locked up in a small, enclosed space in central Stockholm. This person can only leave if replaced by someone else who visits the site. Visitors to the site can watch the goings-on via a live stream; so far, 21 people have replaced someone else. TV, outdoor, print, radio and digital elements all direct people to the URL.

Most Popular