SMOOOTH ONLINE PAYMENTS: THE FISH
Title | SMOOOTH ONLINE PAYMENTS: THE FISH |
Brand | KLARNA |
Product/Service | FINANCIAL PRODUCTS & SERVICES |
Category |
A02. TV & Broadcast: Fiction & Non-Fiction |
Entrant
|
DDB STOCKHOLM, SWEDEN
|
Idea Creation
|
DDB STOCKHOLM, SWEDEN
|
Media Placement
|
OMD Stockholm, SWEDEN
|
Production
|
MJZ LONDON, UNITED KINGDOM
|
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 Fish.
We open up on low picture in room that's completely empty except from a children's slider in the middle of it. On top of the slide there's a quite large glistering salmon balancing. After wobbling back and forth a bit the salmon eventually tips over and start sliding down the slide. It casts a schwooshing nice sound that draws you into the picture when its smooth surface gives it quite some speed down the slide. When it enters the floor it seems to gain even more speed and starts spinning in pirouettes towards the camera. The salmon keeps spinning and stops just perfectly in front of the camera. If it would have been figure skating it would have been a 10, but now we just cut to pack and highlights the word that sumps up what we've just seen:
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.