The Twitter Dress

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The brief

The Almedalen-week is the biggest political event of the year in Sweden. Thousands of politicians, lobbyists, pr-people and celebrities meet and greet on the island of Gotland in Sweden. The problem? The views of young people are not represented. The organisation Crossing Boarders and the cellular service provider Comviq, with the help of creative agency Deportivo, decided to crash the party.

Our approach

We brought the voices of young people from all over Sweden live to Almedalen, displayed on a dress. We constructed The Twitter Dress. It's a dress, connected to the internet, powered by an Arduino, that aggregates tweets on LEDs in the fabric of the dress. Young people in Sweden can tweet with the hashtag #Twitterklänning and their opinions, dreams and thoughts are displayed in front of the eyes of the ones calling the shots in Sweden. We crashed the party, so to speak.

Result

The Twitter dress has been featured in just about every major Swedish news media with more than 70 articles.
According to a poll conducted by Dagens Media and Netigate 46 percent of Almedalen visitors had heard about the dress.
The dress met up and questioned five ministers of the Swedish government and also representatives from oppositional political parties.
It was spotlighted on international media websites with millions of unique visitors; Fast Company - one of the world's leading magazines covering innovation and creativity, news blog The Daily Dot and political blog Daily Kos.
Most importantly: the dress brought young voices to the spotlight in Almedalen, speaking out on topics such as gender equality, lack of lower rent apartments for youth, lowering of legal age for voting, racism, the education system and more.