Rottenetter was a ARG game promoting the Norwegian movie Rottenetter. I was hired by Hyperinteraktiv to participate in the making and managing of the game.

ARG with a twist
The movie was quite unknown so we decided that making a pure blooded ARG wasn’t the right move. So we decided to make the game a little bit more pedagogic and aiming to reach players who would not usually play an ARG game.

Start
When you start the game you are faced with a dilemma: If you win 250.000 NOK will you keep it for yourself, or donate it? This divided the players into to two groups the good and the greedy ones. In fact 90% played on the greedy side.

Story
The storyline was equal for both groups. Looking for a stolen computer with sensitive business information and the person behind the theft. But the motivation for the two groups was different. The greedy ones who worked for a finance company called Sagen Finans needed to get the laptop because it contained sensitive data and could crush there company. That’s exactly why the good side wanted to get a hold of the PC because their goal was to crush Sagen Finans. During the storyline the players got to know and interact with characters from the movie. There were countless of hard puzzles on the way to the final.

Gameplay
The game is based on the same principles as an original ARG game, but we made a more pedagogical version. The players had to solve quests and report back to their Headquarters. Your assignments are purely based on  the ARG genre and you have to search the web for information, send mail to people, call people, chat with people, hack mail accounts, hack websites and interact online in all sorts of ways to find the answers in the mystery. Every solutions rewards you with a code. This code is brought back to your HQ and given to your boss for a positive or negative response depending on your performance.

Engagement
For about three weeks 16300 people played the game. There were lots of user generated pages  and forums around the web dedicated to either work together or trade game codes.  Also alot of talk and engagement on Facebook, Twitter and Nettby (a Norwegian social network) and different blogs created lots of buzz.

Read in depth case study (in Norwegian) here.

Pecha Kucha presentation by Hyperinteraktiv and Paradox:

How do you gather 200 inactive men to a health programme? What if they have a Pakistani background? Is it wise to communicate in Urdu? Norwegian? Both languages? Should we scare people from living an unhealthy life, or is it better to have a lighter approach and talk about the benefits attached to physical training?

Client:
The Norwegian School of Sport Sciences.
Task:
To gather 200 inactive male Pakistanis, in order to survey their health issues.
Idea:
To make the receiver aware of the benefits of physical activities.

We made a cartoon named “Superdesi”. Desi is a friendly nickname for Pakistanis who live outside Pakistan. The story is about a Pakistani man, who finds his way to the gym. The cartoon is readable in both directions; In Norwegian and when you flip it around, it’s in Urdu.

Athletic Pakistani men, wearing similar training suites, hand the cartoons out in mosques, and tell people about the project. The cartoon will also be mailed to the homes of Pakistani families. In the middle of the cartoon, we also give the reader an Internet address. Here they can fine more info on the subject, contact info and the possibility to sign up for the project.

Credits:

Communication, copy and art direction: Martin Ødegaarden Henriksen, Johannes Rummelhoff
Illustrasjon: Kasper Tuvnes

Get a closer relationship to your car-renting activities, as we empty the GPS for information. How many miles did you leave behind on your last vacation to Portugal? How about sharing your roadtrip in the states with your friends? Log in to your personal AVIS-site. Client: AVIS

Task: To get people to hire their rental car, five days in advance.

Insight 1: The AVIS cars are equipped with a GPS.
Insight 2: People like to document their own traveling activity.

When you hire a car from AVIS, an interactive world map, will be established. From the moment you turn your car key, the GPS sends information to your personal site. This makes you able to log into your profile, and watch your tracks afterwards. You will also be able to read how many miles you have driven, get information about your rental car and all kinds of relevant information. A bonus system, not unlike the one some air companies use, gives the client the possibility of getting some advantages, based on how far they have driven.

Credits: Martin Ødegaarden Henriksen, Johannes Rummelhoff

Is there any power in flowers? Why did mostly women respond to this project? Did our communication spread like pollen? In this project we literally got dirt on our hands, as we planted flowers all over the city of Oslo.

In this project, we tested how effective it was to concentrate on separated individuals, in order to reach out to a larger group. We bought pansies, because flowers are associated with the act of giving. We posted a request on a forum, asking people to give us suggestions on where they wanted us to plant a flower, within the boarders of Oslo. We planted it, and dedicated it to the person who had recommended a place. This was an excellent way to reach out to women.

Credits: Martin Ødegaarden Henriksen, Johannes Rummelhoff

A landscape invaded by traditional advertising can often turn out to be a quite stressful experience. Reading the daily news, while annoying pop-ups scream towards you, might cause a heart attack. This is our way to harmonize the receiver.

Stay Calm Iphone App
An application gives you tools to achieve total relaxation. Here you can get tips about yoga, meditation techniques or calm music that you can listen to while you are drinking your cup of tea.

Stay Calm Website

Schedule Tea break:
On the website you will be able to set the time, so that relaxing music will be played whenever you find the need for a break. On the schedule we have programmed pauses, and your screen will turn to white and remind you that it´s time to relax.

Start Tea break:
If you need to take a break, you can start the pause yourself, by pressing the “Start-Tea-Break”-button.

Stay Calm on the Streets
In hectic streets, Yogi Tea gives you an installation, where you can sit down and rebuild your harmony. A sound shower gives you sounds from the nature, while blocking stressful noises from the surroundings.

Stay Calm Banners
Yogi Tea buys all the banners that are placed on newspapers on net, and gives the receiver a break in a chaotic landscape. The banners will lead you to the tea break site.

Credits: Gro Larsson, Martin Ødegaarden Henriksen, Johannes Rummelhoff

Painters such as Carvaggio,Munch and Van Gogh stand as milestones in the history of art. What happens when we combine their expressions with higher fashion? In this ad we mix two giants, in order to make the communication twice as powerful.

Client:
Armani
Task:
To make a print ad for a high fashion label.
Idea:
Clothing for the powerful woman.

The photo is based on the Italian artist, Caravaggio’s, famous painting; “Judith Beheading Holofernes”. The visual expression speaks to strong women, who want to achieve power, and who also have preferences in fine art.

Credits: 
Photographer: Knut Bry, AD/Post-production: Johannes Rummelhoff
Make-up/Styling: Steinunn Bachmann Josteinsdottir, Models: Jacqueline Feen & Thomas Schoyen

Dear credit card companies. You all have an ethical responsibility towards your customers. This is the time for trying something else than the usual spend-it-all-like-its-no-tomorrow-and-pay-later communication.

The economical and financial challenges we are facing today, gives us a great opportunity to come up with more appropriate ways to communicate with our customers. People of today are aware consumers and should be considered receivers, not a target group. A firm also has an ethical responsibility towards their buyers, and should therefore use their resources to give them something, rather than to spend all the money on one-way-communication.

To promote a credit card, is therefore an interesting task. Is it to be done in an untraditional way? Such cards are often associated with unwisely spent money. When our insight tells us that our money is safest when they are placed in our accounts, there might be a good idea to build the communication around this value.

Everything starts with a U-turn. All money is spent on untraditional advertising.
The marketing budget is spent, to improve AmEx services and expand the customer’s advantages.
By giving the client more than just a plastic card, we are allowed to build the brand to be something more.
This is about giving something back to the receiver.

Idea:
Bringing unapproachable products and services to the Amex customer.
(Art, merchandise and events)

AmEx Travelling Market Fare

Mobile stands are placed in parks and public spaces, to create a market.
These will pop up around the world, in limited period of time. A selection of products is to be exposed, and make it more available for people. The market has the spirit of the old fashioned markets, but in a modernized way.

AmEx Magazine

Twice a year, a lifestyle magazine is distributed to the Amex customers.
People will also be able to buy it, in selected kiosks. In that way, we will be able to reach out to non-customers. Every issue have the touch of different artists, and is like a show window for the AmEx way of living.

The Amex Store

Several stores are opened around in the biggest cities in the world. (London, New York, Tokyo, Milan…) It all starts with one store, exposing a few, high-quality products and will be in strong contrast to the mass productive chains. The selection contains a sortie of handmade and inaccessible products, from all over the world.

Highly profiled contemporary artists will decorate the stores, so that their expressions will be under constant change.

The most important thing about the stores is not to sell products. It’s to build another scale of associations towards the AmEx brand. The visitors of the store are not supposed to feel the pressure of buying something, but to get a hint of what quality products the world has to offer. The knowledge and service of the ones to work in these stores are to be exquisite.

Credits: Martin Ødegaarden Henriksen, Johannes Rummelhoff

Imagine that you have bought a cheap flight-ticket, and only have a few days to spend in a new city. Your economy doesn’t allow you to live like a king, even though you want to. You don’t want to waste your time, walking endlessly between destinations.

Client:
by:larm

Task:
To make a guide that helps tourists get max out of their stay in Oslo.

What?:
The Map
An interactive map is equipped with different buttons, which all give you the possibility to chose what you want to experience. If you want to visit pubs, you press the pub-button. By doing that, all the pubs will pop up onscreen, with an informative note attached to each place, telling you what you can expect. While pressing a specific pubs button, you will also be able to read other peoples reviews, and get hints if this is a place for you.

The Calendar
A calendar is integrated with the map, and is shown on the right side of the page. This function shows you if there are any concerts or other activities going on the days you will be visiting Oslo. By marking the activities you want to attend, they will pop up on the map showing you time and distances. After collecting things to do, you’ve got several choices. The map is printable, but can also be sent to your iPhone and your mail. This way you can share your plans with your friends as well.

The Editorial Part
An editorial part will also be integrated, showing interviews of different people that have a connection to Oslo. We ask them to give us their recommendations, and make a map based on their suggestions. In that way you can follow their footsteps.

Credits:
Project supervisor / Concept Developer: Martin Ødegaarden Henriksen
Art Direction / Concept Developing: André Gidoin, Johannes Rummelhoff, Michael Johnsen, Robert Botn, Daniel Osnes, Emma Lisa Namløs, Benedikte Kluge
Design elements: Yourfriends

Can we trust our scientists? Is it wise of us to manipulate DNA-structures? Are we superior beings? What will be the consequences of us playing God? Is the ecosystem our playground, or should we take a step back and let nature do the work?

Client:
Framtiden i våre hender

Idea:
A digital ecosystem

In this concept we simulate an ecological system, not unlike the Garden of Eden, where the environment lives in harmony, until humans are allowed to participate in its evolution. People are allowed to play with digital organisms, and changes in the system will occure.

Why?
Humans manipulate their surroundings. We manipulate DNA, food, plants and animals.The consequences of this, is unknown. Scientists are creating their own organisms, and many people think this could be the key to solve big problems, such as providing food to the starving etc. But do we have enough knowledge? The goal of this project, is to give the receiver an awakening.

Online
The Ecosystem starts on the net, untouched and peaceful, until it’s discovered. In this way it will change drastically, expand and become lawless.

Webpage:

Trailer
A trailer drives around the country, with a big aquarium. Outside the trailer, there are computers, so that people may watch the digital ecosystem, at that very moment. The trailer drags its ecosystem along, and is also a mobile board, marketing the website.

The ecosystem closes down
When the ecosystem has been interfered for a while, based on what people have done with it, it will be closed down. It will be locked up inside a little computer, inside a box, with a monitor. Now its possible to watch this little world, and watch the universe trapped inside.

The seed bank
The 20th December of 2012, the process stops. This is the date that the Maya Indians predicted that the world would go through a change. The little box, will then be transported to the Global Seed Vault near Longyearbyen on the Norwegian island of Svalbard.

Credits: Martin Ødegaarden Henriksen, Johannes Rummelhoff