In the era of FOMO, Swedish music festival Way Out West took a striking—and meaningful—turn. Playing on the phrase everyone’s joked about—“I’d give my kidney for a ticket”—the festival teamed up with nonprofit More Organ Donation (MOD) and creative agency NORD DDB to launch The Kidney Pass: a campaign encouraging organ donor sign-ups with a compelling incentive.
Turning Festival Fever into Impact
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Context: With the 2025 lineup boasting headliners like Charli XCX, Chappell Roan, Iggy Pop, Pet Shop Boys, Queens of the Stone Age, and Little Simz, tickets flew off the shelves—this year’s event sold out earlier than ever.
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Creative Spark: The familiar hyperbole—“I’d give my kidney for a ticket”—became literal medicine for social good. Through The Kidney Pass, fans who signed up for Sweden’s National Organ Donor Registry could win limited, 3-day festival passes.
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Cultural Purpose: Organ donation enrollment had declined by over 30% in recent years. This campaign aimed to reverse that by making altruism shareable—and stylish.
How the Kidney Pass Works
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Sign up for organ donation on the wayoutwest.se/kidneypass campaign page
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Register via Sweden’s National Donor Registry (managed by Socialstyrelsen)
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Submit proof (screenshot or PDF) to the festival team
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Await notification—if selected, you get your pass!
Eligibility requires being at least 18 years old and having a Swedish social security number. The passes are limited and awarded via lottery.
Why This Campaign Matters
| Strategic Impact | Notes |
|---|---|
| Social Good Rewarded | Turning sign-ups into tangible incentives fosters civic engagement through culture. |
| Creative Cause Marketing | The festival used its own hype to do good, not just entertain. |
| Message with Momentum | The initiative generated buzz—in just one week, it helped secure 1,750+ new donor registrations. |
| Continuing the Legacy | Way Out West isn’t new to unconventional—and socially conscious—activations, following previous stunts like the IVF Lab stage. |
Final Thought
Way Out West’s Kidney Pass represents a rare moment where fandom fuels change. It reframes what a festival ticket can symbolize—more than access to music, it becomes a statement of values. This campaign epitomizes how cultural touchpoints can inspire life-saving action.
Credits
Client: Way Out West
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Kimmie Winroth – Festival Manager
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Filip Hiltmann – Marketing & PR Manager
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Daniel Tiderman – Web Design
MOD
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Gabriela Brandén – Project Manager
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Micaela Hamrin – Head of Operations
Communication agency: NORD DDB
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Josefina Norén – Art Director
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Fabian Luthander – Copywriter
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Sara Kalin – Copywriter
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Tobias Frelén Skoog – Art Director
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Magnus Jakobsson – Creative Director
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Tobias Bergenwall – Client Director & Creative Producer
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Emily Rider – Designer
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Ebba Hoffman Öjdahl – Community Manager
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Aynur Isayeva – PR Strategist
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Amanda Brohman – Community & Cultural Insights Strategist
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Andreas Dahlqvist – CEO/CCO
Production company: House Agency
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Lukas Klouth – Editor
