WATERCLOUDS – Brand positioning and communication concept, implemented in a global campaign for Waterclouds – a hair care brand owned by Lyko.
Here to hydrate.
To find a unique position for Waterclouds, we looked into skincare for inspiration. There is a well-established link between hydration and skin care. But even though hydration is as important for hair as it is for skin (no matter what hair type), no hair care brand has yet taken the position of The Hydration Expert. We saw this as an opportunity, especially since Waterclouds' hair care products were already formulated with hydrating and moisturizing ingredients—already working their magic, not just telling the world about it.
To communicate the new brand position and establish Watercloud as the Hydration Expert, we created a communication concept and a global relaunch campaign with a moist and dewy look and feel.
Client Team: Sofie Back, Category Manager Hair Own Brands, Lyko, Jennie Samberg, Brand Manager Own Brands, Lyko. Jessica Willstedt, Head of Own & Exclusive Brands, Lyko. Copywriter: Tomas Povolny. Production company / AI-creation: Copy Lab.
My role in the team: Strategy and creation, Creative Director / Art Director.
The Every Hair Care – Communication concept and content production for always on/organic brand building as well as tactical assets for Social Media. Creating an unique and disruptive visual expression and brand tonality within the hair care category.
IKEA DAJLIEN – Creative Direction / Art Direction
Global communication concept and launch campaign for the IKEA DAJLIEN home training collection.
“Training isn’t everything. But everything can be training.”
People actively dislike what training equipment looks like in their homes. They're ugly, offensive and people love to hide them. IKEA DAJLIEN is a multi-functional, low-price, high quality collection that you don't want to hide and inspires you to work out at home. A coffee table with smart storage that also works as a training bench. Beautiful dumbbells in an unique, circular shape. All in a synchronized color palette.
The insight into how people view home training informed how we approached our communication for the launch and "Training isn't everything. But everything can be training." was born. Implemented for the global market in a launch campign with a film commercial, moving assets and stills content for E-com, SoMe, ads, OOH, instore material and PR.
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IKEA Client/Team: Linus Karlsson, Helene Fernström, Magnus Nord, Jessica Bonebjär, Emilia Ljungberg, Marie Liljenor, Anja Uddenfeldt, Saša Antić, Karolina Jönsson, Kathryn O'Regan, Rebecca Tay, Production Company: PINE – Nim Kyong Ran, Adam Holmström Meinking, Sofia Björkman. Stills Photo: Fredrik Sweger, Peter Turkalj.
My role in the team: Creative Direction / Art Direction.
Global communication concept and launch campaign for the IKEA DAJLIEN home training collection.
“Training isn’t everything. But everything can be training.”
People actively dislike what training equipment looks like in their homes. They're ugly, offensive and people love to hide them. IKEA DAJLIEN is a multi-functional, low-price, high quality collection that you don't want to hide and inspires you to work out at home. A coffee table with smart storage that also works as a training bench. Beautiful dumbbells in an unique, circular shape. All in a synchronized color palette.
The insight into how people view home training informed how we approached our communication for the launch and "Training isn't everything. But everything can be training." was born. Implemented for the global market in a launch campign with a film commercial, moving assets and stills content for E-com, SoMe, ads, OOH, instore material and PR.
IKEA Client/Team: Linus Karlsson, Helene Fernström, Magnus Nord, Jessica Bonebjär, Emilia Ljungberg, Marie Liljenor, Anja Uddenfeldt, Saša Antić, Karolina Jönsson, Kathryn O'Regan, Rebecca Tay, Production Company: PINE – Nim Kyong Ran, Adam Holmström Meinking, Sofia Björkman. Stills Photo: Fredrik Sweger, Peter Turkalj.
My role in the team: Creative Direction / Art Direction.
Absolut Vodka – New Photographic Style and Visual Expression for a Global Redesign Launch Campaign
A new photographic style and visual expression for the Absolut brand, implemented in a global launch campaign of the Absolut bottle redesign. Lifestyle as well as Product in situ. Images to be used globally in Social Media, Online, Out of Home, Retail, Print and more. Total amout of assets delivered to the markets: 2 500.
Team Absolut: Global Marketing: Steve Brow, Global Head of Brand Creative: Filip Kiisk, Global Social Media Lead: Ylva Lundberg, Creative Director: Mitte Blomqvist, Art Director: Erik Bielke and Elise Björner, Account Manager: Johanna Törnblom, Photographer: Emil Larsson, Tobias Lundkvist and Anders Kylberg Production: Parapix, Sebastian Aaseby, Viktor Axberg and Isabelle Beckman Stylist: Emma Thorstrand, Setdesign: Olle Nyman Drinkar design: Purfict AB Post: Niklas Axelsson, Joakim Rissveds
A new photographic style and visual expression for the Absolut brand, implemented in a global launch campaign of the Absolut bottle redesign. Lifestyle as well as Product in situ. Images to be used globally in Social Media, Online, Out of Home, Retail, Print and more. Total amout of assets delivered to the markets: 2 500.
Team Absolut: Global Marketing: Steve Brow, Global Head of Brand Creative: Filip Kiisk, Global Social Media Lead: Ylva Lundberg, Creative Director: Mitte Blomqvist, Art Director: Erik Bielke and Elise Björner, Account Manager: Johanna Törnblom, Photographer: Emil Larsson, Tobias Lundkvist and Anders Kylberg Production: Parapix, Sebastian Aaseby, Viktor Axberg and Isabelle Beckman Stylist: Emma Thorstrand, Setdesign: Olle Nyman Drinkar design: Purfict AB Post: Niklas Axelsson, Joakim Rissveds
Ride Cake – Electric Bush Bike
Ride Cake is a Swedish Company producing high-performance electric motorbikes and mopeds. The Electric Bush Bike is an initiative to support wildlife conservation.
As the Creative Director and Head of the Inhouse Agency at Cake my responsibility was to develop communication concepts, structure the work-flow, and lead the team in creating marketing material and content for all channels. Owned, earned, and paid, as well as UI design and content for the online channel.
Ride Cake is a Swedish Company producing high-performance electric motorbikes and mopeds. The Electric Bush Bike is an initiative to support wildlife conservation.
As the Creative Director and Head of the Inhouse Agency at Cake my responsibility was to develop communication concepts, structure the work-flow, and lead the team in creating marketing material and content for all channels. Owned, earned, and paid, as well as UI design and content for the online channel.
