This commercial campaign was a school project I had during my first year at Medieinstitutet. The task was:
- Create a digital production for at least two platforms for a company
- Create a digital production using optional programs (within the framework of the education)
- Create a digital production that includes text, image, animation, video, navigation, etc.
I chose to do a broad campaign with both advertisements in crowded physical places such as bus stops and billboards as well as on a variety of social media platforms. I wanted the campaign to be a topic of conversation, both at the dinner table and online.
The campaign is divided into two steps, the first being “fake launching the new Kavli taste of the summer: Surströmming (weird swedish stinky fish, really not suitable for this type of product, I promise). When it (hopefully) has gotten a lot of attention and people probably have expressed their hatred of the new taste on twitter and other social media, you launch the second step of the campaign. A new advertisement is broadcasted in the same locations as the old one, saying “Give back for old fish!, create your own taste at Kavli.se” (the fish thing is a version of a swedish expression for getting back at someone). At the same time, a website is launched, where you can create your own taste. You choose ingredients, how the tube should look, what it should be called and ultimately get a social media adjusted picture of what your finished soft cheese will look like. By sharing on your social media where your friends (and other cheese lovers) can click on an accompanying link to vote, you get the chance to be one of the lucky creators of Kavli’s new limited edition soft cheese collection and win a full year’s supply of Kavli products!