The Swedish Armed Forces needed to recruit young people to an occupation that in many ways requires you to give up your own comfort in order to help others. To highlight this aspect ad agency DDB Stockholm created a digitally integrated event in Stockholm to see how far people were willing to go for one another.
For this unusual and gutsy social marketing experiment, a person agreed to sit in a small boxed room and give up his freedom. The whole thing was then live-streamed over the internet and nobody via any social media channel could help him. The only way to help was to physically take his place yourself.
Would you have entered that room?
