Alcro Promo, Case study COLOUR TACKLE by Lowe Brindfors Stockholm, Stream Nordic

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COLOUR TACKLE

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Industry Manufacturing
Media Promo & PR, Case study
Market Sweden
Agency Lowe Brindfors Stockholm
Art Director Rickard Villard, Eva Johnsen
Copywriter Peter Laurelli, Lotta Rage
Photographer Ian Crawford
Account Supervisor Maria Lundvall, Marie Klinte
Typographer Jeanette Andersson
Agency Stream Nordic
Released December 2010

Credits & Description

Category: Best Use of Outdoor
Advertiser: ALCRO PAINT
Product/Service: PAINT MANUFACTURER
Agency: LOWE BRINDFORS
Agency: STREAM NORDIC
Date of First Appearance: Dec 19 2010
Entrant Company: LOWE BRINDFORS, Stockholm, SWEDEN
Art Director: Rickard Villard (Lowe Brindfors)
Art Director: Eva Johnsen (Lowe Brindfors)
Copywriter: Peter Laurelli (Lowe Brindfors)
Copywriter: Lotta Råge (Lowe Brindfors)
Account Supervisor: Maria Lundvall (Lowe Brindfors)
Account Supervisor: Marie Klinte (Lowe Brindfors)
Account Manager: Anette Nygårds (Lowe Brindfors)
Account Manager: Karolina Jansson (Lowe Brindfors)
Typographer: Jeanette Andersson (Lowe Brindfors)
Art Buyer: Caroline Agné (Lowe Brindfors)
Photographer: Ian Crawford
Retouch: Roland Lindgren (Bildinstitutet)
Retouch: Andreas Lindström (Bildinstitutet)
Repro: Rickard Dymling (Lowe Brindfors)
Production Producer: Jonas Edholm (Stream Nordic)
Creative Directors: Villard/Bartholf (Lowe Brindfors)
Media placement: Outdoor Poster - At The Odenplan Underground Station - 19 December 2010

Insights, Strategy & the Idea
Ice hockey is one of the most popular sports in Sweden and Alcro Paint (the biggest manufacturer of paint in Sweden and a very well-known brand) is the official sponsor of the national ice hockey team. The target audience is everyone that is in the position of remaking his or her home or office. And in Sweden they are numerous; DIY home improvement is an extraordinary popular “leisure” activity.

Creative Execution
Ice hockey is a dramatic game and by using paint we can visualize that drama, make it become almost real and convey how colourful it really is.
Dramatise that Alcro Paint sponsors the Swedish national ice hockey team by creating advertising for the underground that visually goes outside the borders of what people expect.

We illustrate a Swedish ice hockey player in a dramatic tackle with an opponent from another team. The visual and dramatic colour splash also went outside the traditional frames of advertising billboards in a very literal way.

The underground is a very busy place and we wanted to do something that really captured people's attention. Something that was colourful and really stood out.

Results and Effectiveness
Since both ice hockey is one of the most popular sports in Sweden and DIY home improvment is an extraordinary popular “leisure” activity for many Swedes we combined them in this campaign.

A visual of an ice hockey player from the Swedish national team in a dramatic “colour” tackle with a player from another team. The spectacular splash of colour spilled outside the frame of the billboard in a very realistic way.

Pictures of the ad spread on numerous blogs and sites and was widely discussed. It shows the power of a colourful idea.