Category A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains
Product/ServiceHOME RETAIL
Entrant KING Stockholm, SWEDEN
Idea Creation KING Stockholm, SWEDEN
Production SMILEY SMILES Stockholm, SWEDEN
Name Company Position
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