Brief: Create a campaign for Hyresgästföreningen that engages a wide audience and
influence politicians to build more housings.
Problem: The average wait time for an apartment in central Stockholm is between
18-20 years. That is almost twice as long as in 2006.
Solution: An extreme housing policy requires extreme measures. Therefor we asked
our audience to place their babies in housing queues. To get the conversation going
Hyresgästföreningen sent branded baby kits to parents at all the major hospitals.
The campaign then continued online where you could place your baby in a housing queue,
share the campaign with other parents, write to politicians or send Mehmet Kapplan a
friendly calendar reminder of the day your baby turns 18 and needs a new home.