When festivalgoers say they’d “give a kidney” for a ticket, Way Out West is calling their bluff, with heart—or rather, kidneys. In an unexpected move that fuses pop culture with public health, the sold-out Swedish music festival has partnered with organ donation nonprofit MOD (More Organ Donation) and creative agency NORD DDB to launch The Kidney Pass: a campaign that offers a limited number of free tickets to those who sign up for Sweden’s national organ donor registry.
With this year’s star-studded lineup—featuring Charli XCX, Chappell Roan, and punk legend Iggy Pop—tickets vanished earlier than ever. Cue the FOMO. But instead of turning to scalpers, fans are now being directed to something far more meaningful: signing up to donate their organs after death.
“We know people would do almost anything to get into Way Out West,” said Kimmie Winroth, festival manager. “This time, you can actually do some good. It’s the most meaningful festival ticket you’ll ever get.”
While no one’s losing an organ at the festival gates, the campaign delivers a profound message. Sign-ups to Sweden’s National Organ Donor Registry (run by Socialstyrelsen) have dropped more than 30% in recent years. The Kidney Pass aims to flip the script, leveraging festival hype to bring attention to the critical need for donors. Watch below:
“It’s fantastic that Way Out West is highlighting the issue of organ donation,” said Gabriela Brandén of MOD. “It’s literally a matter of life and death. By bringing this conversation into new cultural spaces, like festivals, we give people a reason to reflect—and act.”
The campaign is live now at wayoutwest.se/kidneypass, where would-be attendees can register to become organ donors for a chance to score one of the coveted tickets.
Because sometimes, FOMO can actually save a life.
CREDITS:
BRAND: Way Out West
- Kimmie Winroth – Festival Manager
- Filip Hiltmann – Marketing & PR Manager
- Daniel Tiderman – Web Design
BRAND: MOD
Gabriela Brandén – Project Manager
AGENCY: NORD DDB
- Josefina Norén – Art Director
- Fabian Luthander – Copywriter
- Sara Kalin – Copywriter
- Tobias Frelén Skoog – Art Director
- Magnus Jakobsson – Creative Director
- Tobias Bergenwall – Client Director & Creative Producer
- Emily Rider – Designer
- Ebba Hoffman Öjdahl – Community Manager
- Aynur Isayeva – PR Strategist
- Amanda Brohman – Community & Cultural Insights Strategist
- Andreas Dahlqvist – CEO/CCO
PRODUCTION COMPANY: House Agency
Lukas Klouth – Editor
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