THE RAINY BILLBOARD

TitleTHE RAINY BILLBOARD
BrandCOOP VÄRMLAND
Product/ServiceCOOP
Category F03. Single-market Campaign
Entrant ORD&BILD Karlstad, SWEDEN
Idea Creation ORD&BILD Karlstad, SWEDEN
Credits
Name Company Position
Niclas Höglind Fors ORD&BILD Creative director / Art director
Mats Åstrand ORD&BILD Copywriter
Per Andersson ORD&BILD Project Manager
Maria Höglund ORD&BILD Production Manager
Mikael Jansson ORD&BILD Retouch

Please tell us how the work was designed / adapted for a single country / region / market.

Midsummer is one of Sweden’s biggest holidays. A holiday that is synonymous with two things, herring and unsettled weather (according to weather statistics from 1987 onwards, cold and rain dominate over the Midsummer period). 
 The week before Midsummer, all grocery chains advertise herring at an extra low price. The question was how could Coop make people notice their particular offer? Our strategy was to base our campaign on recognition and the acknowledged unsettled Midsummer weather. The solution was a classic food range poster, soaked in rain.