On the day that Sweden took on Mexico in a bid to go through to the knockout rounds of Russia 2018, Sweden national team partner Volvo ran a stylish, simple Swedish tactical print and social ad called ‘Thor’s Hammer’.
Running as a double page spread in magazines and across the car company’s Facebook page on 27 June, the ad leverages the match with creative featuring a set of car headlights doubling as stadium lights in a smart optical trick that compels the viewer to take a second glance at the image.
The ad was created by agency where the team included art director Karl Risenfors, copywriters Elin Johansson and Gustav Johansson, designers Jacqueline Hellstedt and Martin Joelsson, retoucher Thomas Feiner, account managers Jenni Füleki, Ewa Edlund and Jerk Zander.
“We realized that the headlights of the car looked pretty similar to arena lights and decided to play on that. The mood of the ad is very much in line with the mood of the Swedish football fans leading up to this very important game,” says Karl Risenfors, art director at Forsman & Bodenfors.
Comment:
A stylish and smart way to leverage a crucial World Cup game.
Not all the most notable or inventive Russia 2018 initiatives have to adopt new technologies and be first with new trends.
Great craftsmanship can be just as, or even more successful.
Like Sweden in their 3:0 win.
The auto brand’s previous work activating its Sweden partnership includes its Euro 2016 campaign fronted by athlete ambassador Zlatan Ibrahamovic (see Case Study 1 and Case Study 2).
Links:
Volvo
https://www.youtube.com/user/VolvoCarsNews
https://twitter.com/volvocarsglobal
https://www.facebook.com/Volvo/
https://plus.google.com/u/1/+VolvoCars/posts
https://www.instagram.com/volvocars/
Swedish Football Association
Forsman & Bodenfors
