Give us an overview of the campaign, what is it about and what was your role in the creation?
The objective of the campaign is to highlight the actions Postnord has taken in order to improve their postal service. But to get this message across, we hade to address the challenges Postnord has had during the last year when came to delivering packages in time. My role in this was as copywriter.
Was the brief for this holiday campaign any different that than the usual? What challenges did that present?
Postnord doesn´t normally do Christmas campaigns, but since the period from Black Friday is when their services are really put to the test, it was a relevant timing for communicating their improvements.
What inspired you to approach the campaign this way?
Actually, the inspiration came from a debate article written by the famous Swedish author Astrid Lindgren in 1976. The whole article was about such a boring thing as the high income taxes in Sweden, but was written in the form of an exciting fairytale. We thought that maybe that could be a way to turn the quite rational information about Postnord into something more interesting and engaging.
What’s a “behind the scenes” story that only you know about?
The reindeer was made in CGI, so the shots of Santa riding were made by putting him on a plank on wheels, pulled by a car. It was quite a scene to see him yelling on the plank, driving around in central Stockholm in full speed.
Are there any holiday ad tropes that you think should be retired by now?
Sorry, couldn´t come up with any.
What is your favorite holiday campaign of all time?
I´m not generally a big fan of holiday campaigns, but Old Spicé´s Ye olde exploding yule log is definitely a different take on the subject.
What can we expect from your agency in 2019?
Loads of interesting and surprising ideas, I hope.
What do you think the advertising industry's New Year’s resolution should be?
Don't present any crap. If noone presents anything crappy, the world will be soaked in brilliant work.