The One Show
The One Show is the world's most prestigious award show in advertising, design and digital marketing. For 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has had a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Stunts & Activations
Annual ID
OS23_SM091M
About the Work
How do you turn a brand from being associated with petrol-driven chainsaws and gardening equipment, to being associated with a new generation of electric, autonomous robotic lawn mowers?
We looked for an existing story, one where our products could play a part. And we found that story on Mars…In 2012, NASA landed the Curiosity Rover on Mars. A year later it did something that captured the world’s attention: NASA engineers programmed Curiosity to to sing Happy Birthday…to itself. The internet went nuts. And since Curiosity has limited power, engineers only let that happen once.
In 2022, after nine lonely birthdays, the Curiosity Rover would turn ten. This is where Husqvarna saw an great opportunity to tap into a current event and place their products into pop culture, and in front of a new tech savvy audience. The solution was a software update that gave Husqvarna's robotic lawnmower something unique; empathy. Empathy to sing to his lonely robot friend on Mars on his 10th birthday. We managed to do that by innovatively using something as basic as a software update as the core of communication. A software update that reprogrammed the theft alarm in Husqvarna's robotic lawnmowers to suddenly have a voice and gave users the chance to participate in a global choir of 100,000 robotic lawnmowers.
News of the update was spread via earned and social media. A Hero Film was posted on YouTube, Facebook and Instagram. The film received 4.5 Million views on YouTube and a total of 8.2 Million views across all platforms combined as well as global media coverage and trended on Reddit. The campaign also consisted of hundreds of user generated content where people filmed their lawn mowers as they sang Happy Birthday to the loneliest robot in the universe.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Prime Weber Shandwick / Stockholm
Client / Brand
Husqvarna / Stockholm
Art Director
Fredrik Moberg
Copywriter
Kasper Moss
Creative Director
Petter Lublin
Director
Simon Jung
Executive Creative Director
Carl Ewald Jannerfeldt
Producer
Manga Minja
Agency Producer
Renée Lorenius
Creative
Isak Landaboure Lengholm
Sanna Landaboure Lengholm
Planner
Axel Tesch
Sebastian Stüben
Project Manager
Maria Äppelryd
Client Lead
Leif Geiger
Communications & Content Director
Jonas Eklöf
Digital Marketing
Johannes Karlsson
Global Brand and Communications Manager
Johanna Englert
Global PR Manager
Karin Tångstedt
Integrated Media Specialist
Daniel Wahlström
Media Manager
Hanna Clason
Product Manager Automower® Connect & Smart Home
Linda Lindqvist
Software Design Manager
Björn Mannefred
Vice President, Marketing EPAC
Elin Moritz
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