2018 Print & Outdoor Craft


Category A01. Art Direction
Entrant M&C SAATCHI Stockholm, SWEDEN
Idea Creation M&C SAATCHI Stockholm, SWEDEN
Additional Company MOOD STOCKHOLM Stockholm, SWEDEN
Name Company Position
Rachel La Chenardière M&C Saatchi Stockholm Copywriter
Henrik Almqvist M&C Saatchi Stockholm Art Director
Kristina Annehed M&C Saatchi Stockholm Account Director
Linda Norberg M&C Saatchi Stockholm Account Manager
Matilda Lindqvist M&C Saatchi Stockholm Head of Studio
Karin Lagerqvist MOOD Stockholm Marketing Manager
Alice Leffler MOOD Stockholm Marketing Coordinator
Torbjörn Christell Havelle Coordinator

Cultural/Context information for the jury

MOOD Stockholm – a well-known shopping mall in the heart of the city – wanted to highlight the season’s most significant fashion pieces: knits. To promote their instore news, we turned the outdoor media into the message, by knitting the ad. To cover the whole ad space, which was almost 2 metres high, we created a two sided message in a tube shape. The ad was knitted entirely by hand out of 2,3 kilometres(!) of yarn. The tube was placed over the permanent ad board, creating an all soft surface. Made from a wool and polyester mix, we handpicked the yarn carefully to make sure it could stand the harsh Swedish fall weather, as well as curious by-passers touching it. The ad was live for a week, and had to endure some heavy wind and rain while sending a warm message to the Stockholmers; and making them yearn for yarn.