| Title | WARMING WORDS |
| Brand | MOOD STOCKHOLM |
| Product/Service | MALL |
| Category |
E01. Standard Sites |
|
Entrant
|
M&C SAATCHI Stockholm, SWEDEN
|
|
Idea Creation
|
M&C SAATCHI Stockholm, SWEDEN
|
|
Additional Company
|
MOOD STOCKHOLM Stockholm, SWEDEN
|
Credits
| 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 |
Write a short summary of what happens in the ambient or digital execution or campaign.
For the fall campaign, 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 simply knitting the ad. Or "simply" is maybe not the right word: the almost 2 metres high knit was made entirely by hand out of 2,3 kilometres of weather proof yarn. Placed on a busy shopping street in Stockholm, the message read “Wrap yourself warm – Knitted news in stores now.”
The ad was live for a week, and had to endure the Swedish fall weather including heavy wind and rain, while sending a warm message to the Stockholmers; Encouraging them to add some softness to the colder season, and making them yearn for yarn.
Cultural/Context information for the jury
For the fall campaign, 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 simply knitting the ad. Or "simply" is maybe not the right word: the almost 2 metres high knit was made entirely by hand out of 2,3 kilometres of weather proof yarn. Placed on a busy shopping street in Stockholm, the message read “Wrap yourself warm – Knitted news in stores now.”
The ad was live for a week, and had to endure the Swedish fall weather including heavy wind and rain, while sending a warm message to the Stockholmers; Encouraging them to add some softness to the colder season, and making them yearn for yarn.