Cannes Lions

The Chess Board

PER HøJ, Oslo / VG / 2019

Presentation Image
Presentation Image
Demo Film






Chess is huge in Norway because of the Norwegian world champion Magnus Carlsen. Following the board match, Carlsen met the American challenger Fabio Caruana in a 12-game match in London, England.

VG is Norway’s biggest newspaper, branding itself as the country’s people-oriented news source. Having been a Magnus Carlsen sponsor for years, VG wanted to engage ordinary people in a sport often accused of being elitist.


People in most parts of the world have gotten used to interacting with each other across boarders, using their laptops and mobile phones. We wanted to facilitate for the same interaction in a physical arena, creating a sense of solemnity and giving the people the feeling of contributing in an actual international match.

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