ANR BBDO – ART DIRECTOR, 2019
Integrated campaign
Client: KRAV
Guldägget 2020 annonsering DIPLOMA
Brief: KRAV is Swedens leading eco-label, during December through January 2019/2020 they wanted to broaden their image in a branding campaign. Primarily with the goal to attract new target audiences (not only the classic 40-something yogi mom), by changing their perception of what organic food can be.
Solution: Organic food is usually seen as healthy – selleri smoothies and seitan steaks. But KRAV’s portfolio has tons of products that aren’t necessarily seen as classically healthy – french fries, ice cream and pizza to mention some. We paired this with Sweden’s most popular new year’s resolution – “to eat better”.
The campaign could be seen in the Stockholm metro, DOOH screens around Sweden, short films on the world wide web and as print ads in Sweden’s largest daily newspapers.
Read more here
Translation: EAT BETTER. Biological diversity, good animal welfare, social responsibility, less climate impact and cultivation without chemical pesticides. Always extra controlled.
Translation: EAT BETTER. Biological diversity, good animal welfare, social responsibility, less climate impact and cultivation without chemical pesticides. Always extra controlled.
Translation: EAT BETTER. Biological diversity, good animal welfare, social responsibility, less climate impact and cultivation without chemical pesticides. Always extra controlled.
Translation line: “We all have to start to think about what we eat.”
Translation line: “I don’t eat this for my sake. It’s for the kids.”
Translation line: “I eat these for the future”
Print ad in Svenska Dagbladet 31st December 2019.