The Haunted Poster
Gröna Lund Theme Park, Stockholm
Issue 34 | April 2015
Agency
Pool Stockholm
Creative Team
Art Director: Philip Arvidson Copywriter: Björn Wigenius
Production Team
Production company: Stopp Director: Igor Zimmerman Producer: Anna Adamson
Other Credits
Account Executive: Arvid Axland Account Manager: Eva Inde
Date
October 2014
Background
Gröna Lund was Sweden's oldest amusement park and one of Stockholm's most popular tourist attractions. When the park opened the following year in late April it would feature a brand new, state of the art, attraction that promised to be the scariest the park had ever seen. A haunted House called "House of Nightmares".
Idea
With a new attraction dedicated to scary nightmares Gröna Lund wanted to release it in time for Halloween. Instead of just telling about it the idea was a scary street prank in Stockholm. On an outdoor poster people were given a chance to get a preview of the coming attraction using their mobile phones by visiting the site ihavebeenwarned.com (or by scanning a QR-code). But what they didn't know was that this was no ordinary ad. In fact, very far from it.
Results
The prank became a huge hit and was picked up by sites like Gizmodo. The film was trending on YouTube in Sweden for almost two weeks and has been shown on both Swedish (TV4) and American national TV (ABC News). It has also been tweeted - and blogged - about more times than they could ever count.