SMOOOTH ONLINE PAYMENTS: THE CHEESE
| Title | SMOOOTH ONLINE PAYMENTS: THE CHEESE |
| Brand | KLARNA |
| Product/Service | FINANCIAL PRODUCTS & SERVICES |
| Category |
A02. TV & Broadcast: Fiction & Non-Fiction |
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Entrant
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DDB STOCKHOLM, SWEDEN
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Idea Creation
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DDB STOCKHOLM, SWEDEN
|
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Media Placement
|
OMD Stockholm, SWEDEN
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Production
|
MJZ LONDON, UNITED KINGDOM
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Production 2
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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 Cheese.
We see a close up on a cheese in a nice kitchen. A hand comes in with a cheese slider and starts to plane the cheese. A perfect bit of cut cheese appears in the slider and starts curling up in a flawless spiral. But the weird thing is that it doesn't seem to be an end to the cheese. The hand just keeps sliding and the cheese keeps curling up in this perfect spiral that grows bigger and bigger, decimetre by decimetre, meter by meter. Its really a fascinating scenery in front of our eyes. It just keeps going and going, still with a perfectly cut cheese. It's a feeling everybody can relate to in a way, when something is just… smoooth. That's when we cut to pack.
Text: 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.