| Title | SMOOOTH ONLINE PAYMENTS |
| Brand | KLARNA |
| Product/Service | KLARNA - SMOOOTH ONLINE PAYMENTS |
| Category |
A02. TV & Broadcast: Fiction & Non-Fiction |
|
Entrant
|
DDB STOCKHOLM, SWEDEN
|
|
Idea Creation
|
DDB STOCKHOLM, SWEDEN
|
|
Media Placement
|
OMD Stockholm, SWEDEN
|
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Production
|
MJZ LONDON, UNITED KINGDOM
|
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Production 2
|
GLASSWORKS Amsterdam, THE NETHERLANDS
|
Credits
| Olle Langseth |
DDB Stockholm |
Creative Director |
| Tove Langseth |
DDB Stockholm |
Creative Director |
| Martin Lundgren |
DDB Stockholm |
Copywriter |
| Tomas Granath |
DDB Stockholm |
Art Director |
| Frida Siversen-Ljung |
DDB Stockholm |
Copywriter |
| Viktor Arve |
DDB Stockholm |
Art Director |
| Jacob Sandström |
DDB Stockholm |
Business Director |
| Linda Bryttmar |
DDB Stockholm |
Account manager |
| Mattias Bengtsson |
DDB House |
Producer |
| Patrick Emt |
DDB Stockholm |
Graphic Designer |
| The Perlorian Bros |
MJZ |
Creative Director |
| Redpipe |
Redpipe |
Sound design |
| Michael Hayes |
Soho Voices |
Voice over |
| Lukas Thuvesson |
DDB House |
Post-production online |
| Martin Wassborn |
Klarna |
Director Brand & B2C marketing |
| Sebastian Siemiatkowski |
Klarna |
CMO |
| Nina Siemiatkowski |
Klarna |
Assistant project leader |
| Yann Gorriz |
MJZ |
Producer |
| Helen Kenny |
MJZ |
Executive Producer |
| Carl Hultgren |
OMD |
Client Director |
| Jesper Cederäng |
OMD |
Video Director |
The Campaign
The Swim.
We see calmly waiving black water shot from the top. Suddenly something enters the picture – it’s a hairy animal that’s sort of backstroking in a way animals don’t doe. It’s hard to determine exact to what species it belongs. It has long light brown hair that calmly flows en the water and sort of forms a jellyfish-like pattern. It looks really beautiful and completely peaceful. It makes a little flapping noise that bolsters the smooth experience – it’s really a fascinating spectacle that unfolds before our eyes. The thing keeps swimming out of the picture. Just when you wonder what you just saw we cut to pack and puts a word on it:
SMOOOTH.
Klarna. Smoooth online Payments.
Creative Execution
Make the concept Smoooth come alive by creating something that actually makes you feel the smoothness when you watch it. The films where aired in both television and online, with enough pressure to secure high visibility for two executions in one of the busiest months of the year.
The total reach of the campaign (including programmatic video) was 80% of the population aged 25-59, which equates to 3,51 million unique viewers. The recommendation rate has increased over time and shows entertaining also works in the finance category. We increased with 18%
It shows a completely new way to communicate such a serious and boring thing as a bank brand. Daring to be simple, Daring to be entertaining, even in the financial & banking category.
Describe a banking service as complex as Klarnas payment service in the simplest and most mesmerizing way possible.