| Brief | This campaign highlights the fact that: one in three persons get cancer. But everyone suffers. Instead of just collecting donations, this Christmas campaign sought to sell Sweden cancer Soceity’s own New Year’s Lanterns in benefit of cancer research. A beautiful and personal alternative to fireworks. A special Swedish version of “Auld Lang Syne” was written for the film by one of Sweden’s most loved sing & songwriter, Anna Ternheim. Every time the song was played on Spotyfi or similar audio players, money went to cancer research. The song reached top 5 on viral tracks on Spotyfi and was picked up by radio stations.People were invited to share the moment they light their New year’s lanterns on #togetheragainstcancer and it became a powerful manifestation in support of the war against cancer.On the 8th of December, the 40 000 lanterns were all sold out, before the campaign even peaked. |