We developed the project #mittljus which enabled people to light physical candles on cemeteries via mobile and web for All Saints day. A lighting installation consisting of 800 led candles hung in large trees at four different cemeteries across Sweden. The led candles where lit when visitors lighted a digital candle ovia their smartphone and the visitor could see their unique candle light up in the installation via a HD livestream on both mobile and desktop. The lit up trees became powerful light installations and got massive attention from the media and all the people visiting the cemeteries during Allsaintsday.

The campaign was a huge PR-success with over 18 million impressions (gross), more than 120 published articles, more than 30 minutes coverage in national TV and 125 000 conversations in social media. But more important, 46 000 lit candles, which was almost 100% more than during the previous 18 months. Around 115 000 visited their site over the All Saints Weekend. We managed to increase the number of people that perceived the Swedish Church as accessible from 43% to 54% in just a couple of days.