Diploma Of Honors

"While attending Berghs School of Communication, Christian Heiner Beckett has accrued extraordinary creative, strategic, and critical faculties. In assessing Christian Heiner Beckett, mention should be made of his ability to assume responsibility for his own learning process with great commitment, intiative, and perseverance, and that Christian Heiner Beckett has proven himself a strong and perceptive team player."

Things To Make And Do

CLIENT: WESC

Things To Make & Do
WeSC is a street fashion brand and relies on four pillars: Creativity, Having fun, Punkattitude and Community. The theme for the Fall/Winter campaign 2007/08 is “Things to Make and Do”. We wanted a campaign core that could take to the streets, work in your cosy home and also become something to talk about. The core of the campaign needed to be media independent and be able to thrive on its own. We also wanted to place the creativity pillar in the hands of the consumers and activists, and be the ones providing the vehicle for getting creative. This is what we came up with:

The Concept
What would you do if you got a several thousand colour magnetic triangles? Would you stripe a car, a train, a tanker? Would you create a huge pixelated portrait or your own graphic patterns? Would you get creative? “Things to Make and Do” is the theme for the fall and winter campaign for WeSC. And we really don’t want to tell you what to make and do, but we’ll encourage you with a great new toy to play with. That’s why we created magnetic ”We-Pieces”.

Consider the possibilities – stripe a subway car, a boat, a garage door or all light posts on a street – all creating street art. For ads and more ”traditional” media we allowed ourselves to be a bit more static. All ”We-activist” were used in the shoot. For the studio shoot a wall mounted steel backdrop was the canvas for each We-activist, on which to create artwork with We-Pieces. The images from the shoot were stitched together to create a huge panorama piece. Even the artwork was stitch together vertically to create one huge superlative conspiracy piece with all activist artwork.

Pick It Up, Dirtboy

Awarded at YCN

CLIENT: Keep Britain Tidy

PROBLEM: One of Britain’s most disgusting driving habits is people throwing litter from their cars.

CHALLENGE: Littering is illegal and can be subjected with a fine of up to 80. Create poster advertising to change the attitude and behaviour of people who are most likely of doing this. Most likely of doing this are “white male, lower social class, interested in sports, readers of lads magazines and tabloids”.

SOLUTION: Say what we need to say, but in a way they might like.

Revitalising the Ants

CLIENT: Myrorna (Stores that collect peoples used clothes and belongings and sell them for charity, helping the Swedish Salvation Army.

PROBLEM: Less and less people go to the Myrorna stores around Sweden. Few people really think that they can find nice and cool stuff.

CHALLENGE: Making the stores more attractive to people and making them realize that the employers make sure that only nice, clean and whole stuff are sold.

SOLUTION: Arranging an event which celebrities are invited to. At the event the celebrities give away the clothes they’re wearing. They are restyled in clothes from Myrorna. All the celebrities’ clothes are later sold at Myrorna Stores.

Adopt A Dog

CLIENT: SPCA

PROBLEM: Hong Kong has got a huge problem about stray dogs. But SPCA can only keep dogs for so long before they have to put them to sleep and make room for more dogs

CHALLENGE: Encourage people to adopt dogs.

SOLUTION: If you’re a possible pet owner you might like the idea of having a dog when you come home. We made a DM designed to look like an attachable pet door that we post on front of doors all over Hong Kong.

A Tribute To A Classic

CLIENT: Parker Games, Othello

PROBLEM: Board games are loosing ground as the digital world, with TV- and computer games are growing bigger everyday. People play alone or over the internet, but almost never together.

CHALLENGE: Remind people about the joy, anger and fun about an old classic board game.

SOLUTION: We made a TV ad, in witch we show the target audience (more or less everyone), and refresh the idea to people about perhaps play a board game tonight and most important play it together.

Pension In A Box

Winner: Guldkoppen; Best Examination Project of The Year at Berghs SoC

CLIENT: AMF pension

PROBLEM: To few young people take care of their pension. They don’t even really know what it is, its too far away and feels to abstract.

CHALLENGE: Make young students to think about their occupational pension.

SOLUTION: Instead of rational arguments ( witch almost every competitor use) we looked at pension itself. Times have changed and our society along with it, but pension has stayed the same. So we packaged pension, made it into a product., made it into something real, something you can hold on to, something you can relate to. And talk about it in a more casual way. We launch it in four different colours so they can match you. However - there is a gap between occupational pension and students. They don’t have job so they can’t get it. So we made a book where we have tip-offs on how to negotiate on your new job and tell them quick about occupational pension. Be more of a helping hand then someone that wants to sell you something. Diminish the way from the student to pension, always be around and, in a funny and light way, talk about how well they would match our pension. Be their help and guide along the way so when the time comes – hopefully they’ll choose AMF pension.

Go For A Dip

Less children learn to swim / So let us teach your students how to

CLIENT: SLS, Swedish Life Saving Society

PROBLEM: Less and less children learn to swim.

CHALLENGE: Create a DM to principals and Heads of schools in
compulsory schools and make them use Swedish Life Saving
Society to teach their students how to swim.

SOLUTION: In a positive way we wanted to tell them about the
problem and at the same time show them the solution, the effect of
choosing SLS and that they can help their students.

Streetwise

D&AD Shortlist

CLIENT: THINK!

PROBLEM: Traffic is the biggest single cause of accidental death for teenagers in the UK.

CHALLENGE: Create a hard hitting TV ad to make teenagers think twice about their roadside behaviour.

SOLUTION: Teenagers often have a lot on their mind and, especially on the roadside, we wanted to show that looking isn’t always seeing. But in a slight different way. By let oneself be taken in that what they’re watching isn’t what they first might have thought so when we say that “looking isn’t always seeing” they can (perhaps) relate to it.

DUDE - Wake Up

Winner: Guldnyckeln, School Prise Section

CLIENT: Dude, beauty products for young men 19-24 year olds

PROBLEM: Dude is a new cosmetic line only for men. It is sold on-line but and brought home by post. Its price is medium high compared to other products. Few men use cosmetics, especially compared to women usage. Even fewer understand that the health of your skin can be a lot better only using simple products.

CHALLENGE: Launch of the collection. Making men use skin care products and convincing them that it is not hard and that they can improve their looks and health by using products from Dude.

SOLUTION: We chose to call it skincare instead of beauty products giving it a feeling of being less complicated and easier to relate to. The communication is built around the webpage where you nominate your most trashy friend. By doing that you get 20 % off on your first purchase. Your friend who was nominated gets 50 % off if buying the products his friend recommended. The nominated friends are being voted on and are able to reach the top ten, wall of shame. If you click on each friend you can see what products he was recommended and even see the results by clicking on “make over”. In an ambient campaign Dude products are places out as samples at several gym, hairdressers and in restaurants or bars.

Taking Care of the Potatoes

CLIENT: McDONALD’S

PROBLEM: People can be sceptic about their food, and don’t know
that their products are grown by selected farmers and well taken
care of before its made into French fries.

CHALLENGE: Change peoples attitude to McDonals’s and letting
them know that they are looking after and grow their own potato.

SOLUTION: The revival of Ronald. Show people that Ronald is
more then just a clown, he is actually aprotector of all food served
on McDonald’s- Let him act as a scarecrow on a potato field where
he is looking after their potato, soon to be French fries.

Make Some Noise

CLIENT: Amnesty International

PROBLEM: Something we take for granted everyday is still not allowed in many countries all over the world. We are talking about the Freedom of Speech, or the freedom to express yourself. Since it’s not just concerning speaking. Amnesty has for a long time wanted to make one day each year to the Freedom of Speech Day.

CHALLENGE: Make people aware of this huge problem. Make May 3rd The Freedom of Speech Day.

SOLUTION: In a collaboration with Sony Playstation and one of their most popular games; SingStar, we created an exclusive and worldwide 24 hour competition online. Where people all over the world can join and sing together in the biggest SingStar competition ever. All for the sake of Amnestys latest encouragement “Make some noise”, this time for Freedom of Speech around the world and to build a community around it. The winner of each game, that you qualify into, gets to sing with a world famous artist live online. The duets are shown in public places around the world and streamed live on the net.

Addiction For a Quarter Of A Century

CLIENT: Tetris

PROBLEM: Tetris is celebrating its 25th anniversary and want
people to rediscover the game for Nintendo DS.

CHALLENGE: Tell people that Nintendo is celebrating the 25th
anniversary of Tetris and renew the game.

SOLUTION: By making a couple of in-real-life-Tetris films and
releasing them on the net capturing how easily Tetris stays with you
even after you’ve switched off your consol.

P

CLIENT: JCDecaux and House of Graphics, Stockholm

CHALLENGE: Design a poster paying tribute to one of the letters in
the alphabet; P.

SOLUTION: The alphabet is understandable almost all around the
world. Some words still mean the same, like prefixes. So we simply
used the prefixes to tell which letter we wanted to communicate.