When it was time for Swedish food retailer ICA (market leader) to release their mascot “Stig” from duty, we took the opportunity to remind Sweden which store he will now shop at to make ends meet. It started with a social media-post and I made sure it spread; from trade press to general news and TV shows.

Art Director: Christian Jörgensen

Copywriter: Johan Sundberg

PR: Samuel Skwarski