A selection of work
To make tourists fall in love with Stockholm, amidst times when the city and country were under fire from Donald Trump, we penned an open letter – published by Visit Stockholm and Visit Sweden – inviting lovers, haters and hesitators to come and experience the Swedish capital – a city unique in its approach to openness and accessibility.
Making SoMe-posts go Viral for Lidl
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.
#AbsentForGirls
The '#AbsentForGirls' campaign for Menstrual Hygiene Day by Plan International encouarged women to simply post their hashtag #AbsentforGirls and the campaign image to their social and then stay off it all day. This was done in solidarity with girls in many countries who are forced to stay home from school when having their periods.
Plan International also published a 'blank' opinion page in the Swedish edition of Metro newspaper stating: 'This is why the opinion page is blank today.' The aim of the blank opinion piece was to symbolise the loss of education which girls around the world face when being forced to skip school during their period.
Swedish female activists and politcians backed the campaign, including Isabella Lövin, deputy prime minister and minister for International Development Cooperation and Climate, who was absent from Instagram despite being in the middle of Sweden's upcoming elections.
The Swedish Design Museum by Visit Sweden:
Sweden is a design (desti-)nation. From flat-packs, minimalistic tone-in-tone interiors and fashion made for the many, to sustainable architecture and norm challenging ideas, handcraft and care for traditions, for the user, the bystander and the planet. To prove our point we opened Sweden’s first virtual design museum. An online destination showcasing that Swedish design is made to be used – and used again.
The launch of Swedish Design Museum’s first exhibition “Live from Sweden” was covered by New York Times T Magazine, Monocle and Architectural Digest, among others: https://www.architecturaldigest.com/story/swedish-design-museum-launches-digitally
Blocket: 5 million visits of fame
With 5 million visitors a week, Blocket is one of Sweden's largest websites. Swedes search on Blocket's to find great second hand bargains, preloved cars, new jobs, or a course to learn new skills. But what if we could use the exposure to all those visitors to set a new beginning in motion?
We decided to paraphrase Andy Warhol's classic idea of "15 minutes of fame" and turn it into a digital version. Was it possible to sell anything if enough people were exposed to it? The answer is yes.
The World’s First Service Matching Podcasts to the Length of Your Travel
Pendelpoddar is a recommendation service using journey time as a metric for podcast recommendations. Users enter the details of their journey by destination, origin and mode of travel. In response, the site generates a list of podcast episodes that match their journey time. The service was locked to Sweden only, but would suggest podcasts from UK, US and Sweden, by connecting to open API’s of Google Maps and iTunes.
This project has been covered by PSFK and Trendhunter, and is highlighted as a case of business innovation in the “Disrupt!: 100 Lessons in Business Innovation” by James Bidwell.
Lidl Micromarket
For the Swedish branch of Lidl’s 2019/2020 campaign Volt created “Lidl Micromarket” – a campaign that asked customers that love the supermarket to set up their own Micromarket in their homes, and inviting friends who are sceptical about Lidl's "high on quality, low on price" position over for dinner.
To help make the Lidl Micromarket experience more memorable, Lidl provided its fans with a box including fresh food for a three-course dinner for up to six people, Lidl branded clothes and baseball caps, store signs and even a Spotify-album featuring soundbites from its stores. Basically, everything you need to set-up a Lidl Micromarket in your home.
My role in this project was to secure earned media attention for the campaign in international industry press. The campaign was covered by The Drum, Trendhunter, W&V as well as chosen “Campaign of the week” by Contagious, Pick of the day by Adage, and included in Directory’s 2019 print catalog. And the Lidl Spotify-album with sounds from Lidl stores went viral during the pandemic – and even got played live on BBC Radio1.
