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Industry Advertising agencies, Business equipment & services, Advertising & Communication
Media Design & Branding
Market Norway
Creative Director Kjetil Wold
Designer Fredrik Melby
Photographer Alex Freund, Marius Tharaldsen
Illustrator Justin Bartlett
Released April 2009

Credits & Description

Category: Self Promotion
Advertiser: ANTI SWEDEN
Product/Service: DESIGN AGENCY
Agency: Anti
Date of First Appearance: Apr 14 2009 12:00AM
Entrant Company: Anti, Olso, NORWAY
Entry URL:
Creative Director: Kjetil Wold (Anti)
Managing Director: Kenneth Pedersen (Anti)
Designer: Fredrik Melby (Anti)
Illustrator: Justin Bartlett (Freelance)
Musician: Stephen O´Malley (Stephen O´Malley)
Photographer: Alex Freund (Alex Freund)
Photographer: Marius Tharaldsen (Marius Tharaldsen)
Flash developer: Bjørn Gunnar Staal (Anti)
Animators: Jakob og Martin (Animasjonsdepartementet)
Clip: Espen Horn (Motionblur)
model: Liva Svihus Klingen (Pholk)
Media placement: Identity, Stationaries, Poster Etc - Corporate - 14 March
Media placement: Website - Online - 3 April
Media placement: In Store Material - Stores - 18 March
Media placement: Art Movie Promotional - Youtube - 25 April

Describe the challenges and key objectives
Being a Norwegian studio it needed to be branded as something truly Norwegian! True Norwegian Black Metal is Norways largest cultural export article. Coming from Scandinavia, Sweden is our largest competitor with its successful jeans labels such as Acne, Cheap Monday etc Norway vs Sweden : There has always been a friendly rivalry since the liquidation in 1905. Big Idea: Anti Sweden 'Putting Rebellion back to jeans'

Describe the brief from the client
To promote a new Norwegian design agency, Anti.

Describe how you arrived at the final design
True Norwegian Black Metal + Black Jeans Having experience from the scene as our designer also plays in a Black Metal band we knew how to make it genuine. Also we had the most evil illustrator in the world Justin Bartlett from San Diego, a famous illustrator from the cover art scene in Black Metal to join us. All Black and white with only a touch of yellow, the same pms color as the Swedish flag is viewable on the jeans and the exclamation marks in the identity.

Give some indication of how successful the outcome was in the market
Result: Anti Sweden sells in 12 countries including Sweden, in addition to the online store. Numerous press and blog features including Wallpaper and Swedish Television wrote about the brand. Famous bands from the genre such as Satyricon and Thorrs Hammer etc started using our brand, even The Killers ( us ) ordered it for their world tour. Recently it was awarded at the FWA, The mark of design excellency by the Norwegian design council and also awarded as the pioneer of the year in Norway. So it gave us the promotional value we searched for.