///Stans bÄSTA SEMLA /CAMPAIGN STRATEGY
Arla is the largest producer of dairy products in Scandinavia. brief Semla is a Swedish pastery, enjoyed for a limited time each year, The "semla season" is important for Arlas sale of cream. But it is very concentrated around one specific Tuesday in February (the one and only day you are allowed to eat a semla, according to the puritans). Arla wanted to increase interest in the semla earlier in the year. In addition, they wanted to use digital channels to attract even more consumers to the cafes and pastry shops than achieved with traditional retail advertising. SOLUTION The city's best semla is a campaign where people can rate their favourite semla, find the best semlor plotted on a map and see top lists of semlor in Swedish towns. Through Facebook, you can view the ratings they gave and invite people to semla dates at a certain cafe. MY ROLE Co-concept, art direction and design.
» Enter the campaign site at stansbasta.se.
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» Enter the campaign site at stansbasta.se.
Kärnhuset Reklambyrå / Arla | January 2012
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///Lost Property // campaign strategy
Gotland University is located in the World Heritage city of Visby on the island of Gotland.
brief Create awareness of the University of Gotland among young people who are thinking of further studies. SOLUTION Since Gotland University is different in many ways it attracts different students. With this in mind we came up with an idea based on the different things former students have left behind. The hub of the campaign is the site hittegods.hgo.se, lost and found department, using facebook connect. Entering the site you get randomised suggestions of a thing from a former student (together with a story) paired with one of your facebook friends. The combination can get very odd and fun. Or choose your own combination. If you believe that your friend deserves this thing you enter the competition and your friend might win. The campaign is spread mainly through facebook and radio spots in Spotify. MY ROLE Co-concept, art direction and design. Press & recognition aftonbladet.se, resume.se, webbsverige, 7:th place in Web of the month, Resumé,
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Kärnhuset Reklambyrå / Högskolan på Gotland | March 2011
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///MOBILIZATION AGAINST SUICIDE // campaign strategy and web
Hjälplinjen is a Swedish organization that offers psychological help by professionals, free of charge and anonymous. Their ambition is to become the equivalent of Vårdguiden but within mental illness. brief Help Hjälplinjen to help more people. SOLUTION To be able to communicate with the target group in a more relevant way we divided it into four categories of mental illness – family, life crisis, suicide and general. These categories are used to guide people in search engines like Google. Your search will control which one of the branded banners will appear in articles such as Dagens Nyheter. Your search will also adjust the content on hjalplinjen.se to be more relevant. We also wanted to stop destructive web sites and initiated collaboration with other organizations in order to push down the malicious sites from the search engines. MY ROLE Co-concept, art direction and design.
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Kärnhuset Reklambyrå / Hjälplinjen | June 2010
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///Listen to your heart // campaign strategy
Gotland University is located in the World Heritage city of Visby on the island of Gotland. brief Create a campaign strategy, including new design for their official web, in order to attract more students. Focus on campus-based students. SOLUTION Since Gotland University is small offering a rather few campus-based programs, including Archeology and Game Development along with some more traditional ones, we took the opportunity to talk about the importance of choosing an education based on your passions. T-shirts is a way of expressing your passions. In our solution we encourage people to design t-shirts through a facebook connect application – an opportunity to post a designed t-shirt message to a friend. Or design one for your self and get it home for real. Free of charge and without commercial prints! MY ROLE Co-concept, art direction and design. Recognition 6:th place, Web of the month, Resumé
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Kärnhuset Reklambyrå / Högskolan på Gotland | March 2010
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///Peptalk // campaign strategy
Huddingegymnasiet is an upper secondary school in Huddinge, Sweden. brief Create a campaign in non-purchased medias in order to attract pupils in compulsory school to apply for Huddingegymnasiet. SOLUTION We found out that Huddingegymnasiet increased their number of applicants with 28% last year – the highest in Huddinge Kommun. With this in mind we created a campaign strategy communicating that Huddingegymnasiet is the most popular secondary school in Huddinge. This we made though car stickers, posters, direct advertising and a web application in which the students are involved. MY ROLE Co-concept, art direction, illustration, animation, story and sound director.
» Try the web application here
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» Try the web application here
Kärnhuset Reklambyrå / Huddingegymnasiet | February 2010
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///AGENTS AGAINST BAD DEALS // campaign strategy
PriceRunner is one of the leading consumer guides for price- and product comparison in Sweden. brief Create a campaign in non-purchased medias to increase product reviews. Target 16-28 year olds. SOLUTION A campaign strategy that inspires collective action against bad deals. PriceRunner will approach their target group where they are active online and collect product reviews. This will be made thru widgets inspiring people to record a review on site thru their webcam. The widget is in a shape of an ‘Agent’ ready with a webcam that you can interact with as they travel from site to site. Blogs, that discuss products, are invited to create their own agents and personalize them with a name and a ’pose’ to create buzz. The more their agents interact with their audience and bring back recorded reviews, the more they are rewarded and their agents name exposed on other sites that join. Post the agent on blogs and communities or embed it on your own to inspire others to contribute and earn even more rewards and have a chance to win. The action can be followed at the campaign site. MY ROLE Co-concept and co-art direction with Anna Lindstrand.
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PriceRunner | MyPitch project September 2009
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///VERY FRENCH WORKWEAR // campaign strategy
Le Laboureur is an old genuine French work wear brand recently introduced in Sweden. brief Create brand awareness through an interactive campaign. SOLUTION The French workers are known for their strong opinions, which often result in public strikes. With this in mind, we created the concept Very French Work Wear since 1844. The concept is spread through an interactive campaign site, built to work as the French workers headquarter. On the site you can create a mob, provoke it and send it digitally or IRL to someone who deserves it. The mob is wearing the traditional clothes from Le Laboureur. MY ROLE Co-concept and co-art direction.
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North Kingdom | School project at Hyper Island December 2008
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///THE NEW SVT PLAY // interactive concept
Sveriges Television (SVT) is a public service company with non-commercial programming. brief Increase loyalty and awareness of SVT through digital medias in the target group aged 18-25. SOLUTION An development of SVT Play, making it a more adaptable service, with a media library, where you choose how and when you want to watch SVT. In the media library you create your own play list of SVT shows. You can view other people’s play lists and recommendations and become inspired by upcoming shows. A search tool, called färgmixern (color mixer), gives you customized TV show proposals in a new way. It can also inspire viewers to select shows they might not otherwise have chosen. MY ROLE Co-concept and co-art direction.
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Doberman/SVT | School project at Hyper Island November 2008
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///My all-time phone // campaign strategy
When buying phones, research show that, people tend to go to web shops for information but buy them in physical shops. brief Come up with strategies to increase mobile phone sales on the Internet. SOLUTION
Through interviews we found it common to buy phones when you loose it, break it or that it was just time for a new one. We also found that people are very depended on their phones. With this in mind, we came up with a service that creates a virtual copy of your physical mobile, that you download to your computer from the mobile operator selling phones. It’s ready to use immediately after purchase on the internet so you don’t have to wait. The virtual phone uses your phone’s number as the sender. Perfect also if you are out of batteries, lost your phone or just forgot it at home. At the mobile operators website, you can access a full backup of your phone to download, perhaps into your next phone. In the future, you will also be able to try different phone features through the web shop even before you bought it.
MY ROLE Co-concept, art direction and project manager.
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Mobile operator | School project at Hyper Island March 2009
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///space is the limit - web intro // campaign strategy
Since the world is overcrowded with commercial messages the Creative Directors have already seen it all. brief Promote our Interactive Art Direction 09 class, Hyper Island, to reach the industry. SOLUTION We found a way to take our massages to new heights. In collaboration with the Swedish Space Corporation and the Rexus-Bexus experiments we made it possible for the whole world to take their massages from cyber space to outer space. To describe our concept Space is the limit, and instruct the visitors, we made a film introducing the site. MY ROLE Co-concept, co-story board development and casting. recognition 7:th place, Web of the month, Resumé
» Watch the intro at www.spaceisthelimit.com
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» Watch the intro at www.spaceisthelimit.com
Interactive Art Director 09 | School project at Hyper Island September 2008 - January 2009
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///SÖdra Pulp Labs - parupu // animated film
Demand for pulp is on its way down. Södra Pulp Labs has been created to find other uses. The children’s chair Parupu, made out of durapulp, is the first product. brief Illustrate the process of making the chair. SOLUTION A simple animated film illustrating the four steps of making the Parupu chair. MY ROLE Illustration, sound effects and animation. Awards The project Purupu became Winner of Svenska Designpriset Årets våghals 2009.
» Watch the film at www.sodrapulplabs.com.
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» Watch the film at www.sodrapulplabs.com.
Garbergs/Södra | Work during internship at Garbergs April 2009
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///A SELECTION OF BAGS AND ACCESSORIES // brand identity
Lea Kovac was at the time an unknown designer. brief On a tight budget, Lea Kovac design wanted strategies to increase brand awareness. SOLUTION I came up with the idea of designing bags and accessories to be used as a startling front of the company for marketing purposes. Bags are something you notice. It went better than expected, and the whole company became a label of bags and accessories. The products were marketed to the press and retailers through the company web site, trade fairs and exhibitions in Sweden and abroad. The products were sold in Europe, USA and Japan with a total of about 70 retailers. MY ROLE Art director, designer, marketing...
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Lea Kovac design | 2003-2008
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