2021 Brand Experience & Activation


Category G04. Social Behaviour
Entrant COOP Oslo, NORWAY
Idea Creation WE ARE LIVE Oslo, NORWAY
Media Placement PHD Oslo, NORWAY
Production WE ARE LIVE Oslo, NORWAY
Post Production WE ARE LIVE Oslo, NORWAY
Name Company Position
Fredrik Bjørn We Are Live Art director
Simen Frogner We Are Live Copywriter
Petter Elstein Knutsen We Are Live Video producer
Kristian Haukland We Are Live Creative
Helle Jentsch We Are Live Project manager
Ola Nielsen Ola Nielsen Creative
Herman Mueller Stormyr We Are Live Chief Executive Officer
Kristine Gulheim We Are Live Graphic designer
Susan Hansen We Are Live Graphic designer
Håkon Bakke We Are Live Project manager
Nichlas Botten We Are Live Project co-ordinator

Why is this work relevant for Brand Experience & Activation?

For one month a giant pop-up-jar of sourdough in the middle of Oslo got people curious and hungry.


During the last couple of years the interest for sourdough has exploded in Norway, and it seems to be a sourdough starter in every home. Social media is flooded with photos of tiny jars with sourdough starters. Smak is a bread brand sold at one of Norway’s biggest grocery chains: Coop. When they started to use sourdough in their recipe, we had to get the word out and get people to try the new and improved bread.

Describe the creative idea (20% of vote)

So we did just like everybody else. Only bigger. We made a giant jar with sourdough starter and put it on display in one of Norway’s biggest shopping streets.

Describe the strategy (20% of vote)

Our primary target audience was the quality-seeking people based in central Oslo and secondary the ones who saw the giant sourdough online through social media and the livestream. Our strategy was to do exactly as our target audience, but in a scale so big it had to get noticed.

Describe the execution (30% of vote)

In February of 2021 the giant sourdough was brought to life and placed in a shopping window in Bogstadveien, one of Norway’s biggest shopping streets. It was on a display for a month. To keep the giant sourdough alive, the starter was fed everyday. It was fed by celebrity chefs and sourdough experts. We also recruited feeders through social media. The sourdough was also livestreamed 24/7 on YouTube. People could order a “baby starter” from the giant one to bake their own sourdough bread. Or, they could skip the baking and just order a freshly baked sourdough Smak-bread.

List the results (30% of vote)

The average watch time of the livestream was 7 minutes and 23 seconds. The giant jar with a sourdough starter seemed to make people hungry. The sale of Smak-bread increased with 32 percent during the campaign period.

Please tell us about the social behaviour that inspired the work

People have always baked bread at home, but for the last couple of years, Norwegians have taken the bread baking to the next level by making their own sourdough starters. It seems like everybody is mixing flour and water in a tiny jar and naming it, feeding it and posting pictures of it in social media.