Krister Bladh

Concept Designer
Sweden


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Omedel.se

2008, Nov

website, design activism, identity

Created with Anton Andersson for Malmö University' student union.

What is 'omedel'? It is a Swedish pun we invented to describe the negative monthly balance in a student's bank account if he/she were to live solely on the student loan/benefit. We used it in a campaign for raising this benefit, which had often been promised but repeatedly postponed.

The aim of the campaign, apart from increasing awareness, was for students and prospective students to use our website omedel.se (Image 6) to spam our local representatives in the parliament with an automated email. To lead people to the website, we undertook night-time guerilla action, 'framing' downtown ads and billboards and sent a pressrelease to the media the following morning.

The framing device used was simple: a transparency mounted in a neon frame, attached to a lamp post or tree in front of a billboard. Walking past the billboards, people who looked through our frame would see the objects and messages in the ad blotted out and replaced with ours (Image 3-4). To support the campaign we printed posters and flyers (Image 1) as well as indicating the location of all the framed ads on public maps in Malmö (Image 5).

The visual identity combines a signal colour of neon yellow (for visibility and its stark, active associations) with silhouettes from then-current ad campaigns, mainly the controversial topless JC woman, advertising the Swedish denim brand (Image 2). The leftover silhouettes from the diecut posters were put up around town the following week, as a ghostly reminder of the campaign.