Gjensidige is shedding light on mental health with impossible everyday objects
Gjensidige is continuing its focus on mental health and has expanded its award-winning Breathing space concept. In addition to several physical activities during this summer’s Palmesus Beach festival, Gjensidige has also launched a new concept with simple dramatizations of everyday objects that become impossible to use if you are struggling with mental challenges.
The campaign from NOSLEEPTILLBROOKLYN shows among other things, a teapot facing the wrong way and barbed wire as dental floss in advertisements and films, to an impossible sofa group that you can try to sit on. Together with interviews, video clips of artists and healthcare professionals conveying personal experiences and expert advice, Gjensidige wants to create greater understanding and empathy around the issue, both towards the mpl group but also more broadly in society.
Last year’s Breathing Space campaign went all the way to the top and won Sponsor Activation of the Year at the Sponsor and Event Awards, and this year’s campaign has further developed many of the activities that were started then. Grøstad says that this is a strategic initiative with a long-term focus on other arenas besides Palmesus.
Stian Grøstad of Gjensidige
“We want to contribute to a society where young people feel seen, heard and supported, and where talking about their own mental health and seeking help becomes a strength, not a weakness,”
Credits:
Gjensidige (client)
- Stian Grøstad – Head of Sponsorship
- Lillian Moe Drotninghaug – Project Manager and Event Manager
- Andreas Rivenes – Marketing Coordinator
- Sarah Denyou – Project coordinator
NOSLEEPTILLBROOKLYN (creative agency)
- Aris Theophilakis – Creator / Strategist
- Rune Eilertsen – 3D animation
- Tor Ernst – Film / Editing
- Atle Røisland – Digital design
- Alexander Solberg – Content producer
- Lasse Mila – Project manager BX
- Alexander Patrick Furnes – Producer BX
- Birgitte Hodne – Project manager
Ekko Agency (music licensing)
- Artist: MaVe
Aksell
- Production of physical props, impossible furniture