Title | MINDFUL CHRISTMAS SONGS |
Brand | CLAS OHLSON |
Product/Service | HOME RETAIL |
Category |
A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains |
Entrant
|
KING Stockholm, SWEDEN
|
Idea Creation
|
KING Stockholm, SWEDEN
|
Production
|
SMILEY SMILES Stockholm, SWEDEN
|
Production 2
|
BSMART CREATIVE PARTNER Stockholm, SWEDEN
|
Credits
Christoffer Dymling |
King |
Creative Director/Copywriter |
Linnéa Gardefjord |
King |
Art Director |
Jesper Stein |
King |
Art Director |
Pernilla Berg |
King |
Account Executive |
Åsa Slättegård |
King |
Account Manager |
Calle Cassel |
King |
Graphic Designer |
Per Wilson |
King |
Senior Planner |
Michaela Wehtje |
King |
Planner |
Casper Broomé |
King |
Planner |
Frank Hollingworth |
King |
Executive Creative Director |
Sunit Mehrotra |
King |
Account Supervisor |
Jeff Jackett |
Clas Ohlson |
Group Head of Marketing, Merchandising and Brand |
Johan Svensson |
Always Frank |
Agency Producer |
Peter Sarhammar |
Always Frank |
Agency Producer |
Andreas Grill |
Smiley Smiles |
Musician |
Nick Malmeström |
Smiley Smiles |
Musician |
Patrik Sundberg |
Post Sthlm |
PR Strategist |
View Script
Write a short summary of what happens in the radio or audio execution or campaign.
Home retail store Clas Ohlson is a one stop shop for Christmas. They have everything from decorating, cooking utilities and gifts. Going there to solve all your Christmas needs could reduce your Christmas stress. The theme we came up to communicate this with was “Merry Stress free Christmas”. Studies show that both staff and customers get stressed out because of the constant playing of the same Christmas songs instore. Since we wanted to offer a stress free Christmas we decided to take some of the most stressful Christmas songs and turn them into mindfulness versions. We aired snippets from these as radio ads but they were also the base of an integrated audio campaign. We replaced Clas Ohlsons existing Christmas music instore with our new versions to create calming listening experience. We also made the songs available to the public as an album on Spotify and as relaxation videos online.
Cultural / Context information for the jury
Home retail store Clas Ohlson is a Nordic chain store. They are a one stop shop for Christmas, since they have everything you need from decorating, cooking utilities and gifts.
Script. Provide the full radio advert script in English.
Jingle Bells. Jingle Bells.
This year we will do everything to make Christmas less stressful.
Visit clasohlson.co.uk or one of our stores.
Merry stress free Christmas. From Clas Ohlson