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2023 One Show - Experiential & Immersive

The Shuffle Ticket

Agency Forsman & Bodenfors / Göteborg + Superstudio / Borås

Client Live Nation / Luger


Innovation & Transformation / Innovation in Experiential

Annual ID


About the Work

How do we get young people to discover new music, while showing the wide range of concert offered by Live Nation and Luger? We combined two different items – the concert ticket and the scratch card – and created a brand new product.   The Shuffle Ticket is a new type of ticket – a scratch ticket that grants you a randomly selected live experience. With inspiration from the "shuffle function" on playlists, we created a ticket that would attract people to discover new music. For $30 you got two tickets to an event in the three biggest cities in Sweden.    Lockdown meant that many young people missed the chance to go to their first concert or festival. But in 2022 ticket sales increased after two years of negative trend; now you can finally experience live music again. Sweden’s leading concert organizers Live Nation and Luger wanted to talk about their wide range of concerts and festivals, and at encourage young people to dare to discover new music. Also, concert organizers are unsung heroes. Few care about them, still everyone enjoys their offers. Live Nation and Luger needed to harness the mass interest of attending concerts post Covid, while also boosting awareness for their own brands and offerings.   The new ticket was covered in over 75 articles in ten countries with a total reach of over 27 million – and generated massive engagement on social media. The site was visited by over 100,000 people and all three drops sold out within minutes. And most importantly: We helped thousands of people discover the magic of live music. 

2023 Awards

Total Points: 3




Forsman & Bodenfors / Göteborg

Production Company

Superstudio / Borås


Christopher Ek


Patrik Johäll

Director of Photography

Andreas Nilsson


Stefan Snyman

Account Director

Ann Spennare Bengtsson

Account Executive

Helena Lignell

Head of strategy

Daniel Sjöstrand

Marketing manager

Christa Murley

PR & Marketing Manager

Emelie Olsson Lignell

PR Strategist

Julia Samuelsson


Jesper Lundbäck
Philip Nicholls

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