Title	THIS AD WILL GROW ON YOU
Brand	CLAS OHLSON
Product/Service	HOME RETAIL
Category	B01. Adapted Print
Entrant	KING Stockholm, SWEDEN
Idea Creation	KING Stockholm, SWEDEN
Media Placement	KING Stockholm, SWEDEN

Name	Company	Position
Christoffer Dymling	King	Creative Director/Copywriter
Ellen Marklund	King	Copywriter
Linnéa Gardefjord	King	Art Director
Axel Lokrantz Månson	King	Art Director
Tom Hedström	King	Account Executive
Lena Ivarsson	King	Account Manager
Per Wilson	King	Planner
Frank Hollingworth	King	Executive Creative Director
Sunit Mehrotra	King	Account Supervisor
Jeff Jackett	Clas Ohlson	Group Head of Marketing, Merchandising and Brand
Marcus Frendberg	Monarki	Director of Photography
Henrik Eriksson	Screensaver	Film Editor

Cultural / Context information for the jury

Cultural / context information for the jury During spring, Swedes put a little extra energy into fixing up their homes before summer. Clas Ohlson is one of the biggest Nordic home retail stores and has everything you need to fix your home – and to give it the love it deserves.

Translation. Provide a full English translation of any text.

The original advert is in English.

Explain how the work innovatively used the print / publishing medium.

We used the print medium to make our campaign message “give your home a little love” come to life. The ad is made out of seed paper which means you can tear the ad out from the paper and plant it in a pot to get beautiful spring flowers. By doing this, we spread information about Clas Ohlson’s flowerpots, while making the campaign message come alive. By publishing the ad in Elle Decorations, we could reach our target audience and make sure the useful ad came directly to those interested in fixing at home.