Nordiska Kompaniet Film Future Classics by Garbergs Annonsbyra

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Future Classics

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Industry Department Stores & Shopping Malls
Media Film
Market Sweden
Agency Garbergs Annonsbyra
Creative Director Petter Odeen
Art Director Lotta Marlind, Malin Von Werder, Johan Wilde
Copywriter Rebecka Osvald, Sandra Beijer, Nina Åkestam, Johanna Reis
Photographer Marcus Ohlsson
Account Supervisor Jan Lindforss
Released October 2011


One Show 2012
One Show Integrated Branding / Consumer Campaign Merit

Credits & Description

Category: Titanium and Integrated
Art Director: Johan Wilde (Garbergs)
Art Director: Lotta Mårlind (Garbergs)
Art Director: Malin Von Werder (Garbergs)
Copywriter: Johanna Reis (Garbergs)
Copywriter: Rebecka Osvald (Garbergs)
Copywriter: Nina Åkestam (Garbergs)
Copywriter: Sandra Beijer (Garbergs)
Production Manager: Cilla Beckeström (Garbergs)
Account Supervisor: Jan Lindforss (Garbergs)
Graphic Design: Beatrice Sztanska (Garbergs)
Production Manager: Elisabeth Philipson (Garbergs)
Assistant Production Manager: Anna Alfonzetti (Garbergs)
Photographer: Marcus Ohlsson (Lundlund)
Stylist: Karin Smeds (Linkdetails)
Casting: Marcus Petterson (Linkdetails)
Photoproduction: Helena Modin Blomberg (Nollart)
Repro/Retusch: Linjepunkt (Linjepunkt)
Media Agency: Joakim Regeheim (Scream)
PR Agency: Ibeyo Studio (Ibeyo Studio)
Creative Director: Petter Ödeen (Garbergs)
Media placement: Print - Svd, Göteborgs Posten - 9 Februari 2011
Media placement: Direct Marketing - Facebook, E-Mail, DR - 9 Februari 2011
Media placement: Outdoor - Stockholm, Gothenburg - 7 Mars 2011
Media placement: Event - Exibition At NK Stockholm And Gothenburg - 7 Mars 2011
Media placement: In Store Campaign - NK Stockholm And Gothenburg - 7 Mars 2011

Describe the campaign/entry
NK is the only luxury department store in Sweden. Ever since it opened in 1902, quality has been a cornerstone of the NK brand. To prove that originality still beats cheap copies and secure NK’s position as Sweden’s premier store for luxury fashion, we let highly treasured vintage NK garments show among the new season’s garments – indicating that the new line up will be the classics of the future. In order to tell the life story of each vintage garment, we interviewed the proud owners of everything from swan hats to croc totes. Some of the garments and their stories were exhibited at NK; some became part of an ad campaign together with the new spring classics. The campaign’s call to action was to get people to come to NK to discover classics - old and new alike.

Describe how the campaign/entry was launched across each channel in the order of implementation
We started by telling all potential new and old clients about our mission by recalling old vintage NK clothing on Facebook and by email to reach NK’s regular customers, in national newspapers and in the local classifieds to reach the old bunch of customers and by sending out empty garment bags to famous fashion oracles. All media directed people to the department store where they could have their garments evaluated by vintage experts from the leading auction house in Sweden. Some of the garments got to tell the story of their lives in an exhibition at NK. Some were styled together with the latest spring items and featured in a print and subway ad campaign. The visual expression of the campaign reflected the stories of the vintage garments. During the campaign, NK staff also personally tagged which new items they believed were destined to be future classics.

Give some idea of how successful this campaign/entry was with both client and consumer
Despite the recession, the campaign managed to reverse a downward spiral and attract 121,154 new customers to NK. That means 10% new costumers.