Get in touch
+46 (0) 8 54 54 55 70
Twitter — Facebook — Instagram

New business
Jasper Hein Nordling
Business Director
+46 (0) 70 432 40 65 – Email Jasper

Crossing Boarders and Comviq
The Twitter Dress

  • Strategy
  • Concept
  • Design
  • Film production
  • UX design
  • Hardware design
  • Influencer outreach
  • Media relations

We made a Twitter dress and brought the voices of young people to Almedalen. Unfiltered and in realtime.

Brief

The organisation Crossing Boarders’ mission is to include young people and make their voices heard. Our mission was to activate young people, and direct attention towards young people’s opinions in Almedalen, Sweden’s biggest and most important annual political venue. But how could we, when there was no room left?

Insight

With thousands of scheduled activities in Almedalen and 900 accredited journalists, the battle for attention is fierce. Traditional media is crowded during the week and we couldn’t afford to buy our space. So in order to bring young people’s voices to Almedalen, we needed to invent our own media.

Concept

We made a Twitter Dress – and brought the voices of young people to Almedalen. Unfiltered and in real­time. With a LED­lit dress displaying tweets and extensive media contacts, we created a unique wearable pr­campaign. Young people used the hashtag #twitterdress and VIP:s lined up to communicate with the dress.

Results

46 percent of the tens of thousands who visited Almedalen had heard about the dress and loads of tweets and Instagram photos were posted from young people and respected politicians. The news of a dress giving voice to young people spread all over Sweden. What may seem like a small campaign, for small voices, reached further than any other campaign in Almedalen.

Watch the case study

Watch the making of

Project statistics

  • — The film was shared 50,000 times
  • — Earned media reach 100 million people
  • — 800 new memberships
  • — 401% goal support on Thunderclap
  • — 7 882 386 people in social reach

The project was highlighted by Daily Mail, Al Jazeera, Le Figaro, El Mundo, Der Spiegel, Haaertz, Adage, Creativity Online and just about every credible Swedish news channel.