Entrant NORD DDB Stockholm, SWEDEN
Idea Creation NORD DDB Stockholm, SWEDEN
Idea Creation 2 KLARNA Stockholm, SWEDEN
Production HOUSE AGENCY Stockholm, SWEDEN
Production 2 REDPIPE Stockholm, SWEDEN
Production 3 DEADMONO Stockholm, SWEDEN
Production 5 MJZ UK London, UNITED KINGDOM
Name Company Position
Redpipe Stockholm Redpipe Stockholm Sound Design Company
Deadmono Deadmono Music Composer
Frida Siversen Ljung NORD DDB Stockholm Copywriter
Glassworks Glassworks 3D, VFX, Post production
Jacob Sandström NORD DDB Stockholm Business Director
Linda Bryttmar NORD DDB Stockholm Account manager
Lukas Thuvesson HOUSE Agency Filmproduktion
Martin Lundgren NORD DDB Stockholm Copywriter
Martin Wassborn Klarna Director Brand & B2C Marketing Finans/IT
Mattias Bengtsson HOUSE Agency Producer
Michael Hayes Soho Voices Voice Over
Nina Siemiatkowski NORD DDB Stockholm Assistant project leader Finans/IT
Olle Langseth NORD DDB Stockholm Creative Director / Copywriter
Patrick Emt NORD DDB Stockholm Graphic Designer
Sebastian Siemiatkowski Klarna Acting CMO Finans/IT
The Perlorian Brothers MJZ Creative Directors Filmproduction
Tomas Granath NORD DDB Stockholm Art Director
Tove Langseth NORD DDB Stockholm Creative Director /AD
Viktor Arve NORD DDB Stockholm Art Director
Yann Gorriz MJZ Producer Filmproduction

Why is this work relevant for Integrated?

It’s a fully integrated concept that influences everything from outdoor ads and commercials to the smallest icon in the app, the store checkout, newsletters and invoices. It guides how the CEO does PR, how customer service replies to your questions, what the HQ offices looks like, communication visuals, tone of voice and names of products…


Klarna is the market leader in Sweden for online payments and one of Europe´s fastest growing companies. The brief was to create a concept that captured everything Klarna was all about.

Describe the creative idea

Smoooth (yes, with three o’s) is more than an ad concept for a payment provider/bank. It’s an idea that portrays the feeling you get using Klarna’s services - an idea that moves the Klarna brand to the opposite end of how other banks and financial services corporations usually behave and act.

Describe the strategy

Describe a banking service as complex as Klarnas payment service in the simplest and most mesmerizing way possible.

Describe the execution

Executed along the whole consumer journey – from the quirky, what-did-I-just-watch films, outdoor ads and copy platform, all the way down to the checkout at merchants, how their app looks and works, how customer service replies to your concerns and press images of the founder and CEO. Smoooth is, in the truest sense, a 360 brand experience.

List the results

Between first week of 2017 and first week of 2018: Awareness top of mind: Klarna + 21% VISA / Mastercard -20% Paypal -43% Relevant set (consideration) : Klarna + 5% VISA / Mastercard -4% Paypal -14% Loyalty (prefer Klarna): Klarna + 41% VISA Mastercard -4% Paypal -16% Brand Attribute ”Status”: Klarna + 10% VISA Mastercard -3% Paypal 0% Brand Attribute ”A brand I tell others I use”: + 2% VISA Mastercard -9% Paypal -3%