KING, Stockholm / CLAS OHLSON / 2019
Home retail store Clas Ohlson is a one stop shop for Christmas. They have everything from decorating, cooking utilities and gifts. Going there to solve all your Christmas needs could reduce your Christmas stress. The theme we came up to communicate this with was “Merry Stress free Christmas”. Studies show that both staff and customers get stressed out because of the constant playing of the same Christmas songs instore. Since we wanted to offer a stress free Christmas we decided to take some of the most stressful Christmas songs and turn them into mindfulness versions. We aired snippets from these as radio ads but they were also the base of an integrated audio campaign. We replaced Clas Ohlsons existing Christmas music instore with our new versions to create calming listening experience. We also made the songs available to the public as an album on Spotify and as relaxation videos online.