Cannes Lions


SAATCHI & SAATCHI, Oslo / VG / 2015

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Case Film






The Magnus Sweater is a PROMO for VGs coverage of the 2014 world chess championships and their sponsorship of world champion Magnus Carlsen. The campaign is designed to ACTIVATE the audience by offering them an extra fun and relevant activity while watching the championship games on


The website enables both experienced knitters and beginners to make patterns. As simple or complex as they wanted. All while watching the game.

Submitting required Facebook login enabling people to get votes for their sweater by sharing it.

All entries were showcased live in web banners and outdoor digital boards, encouraging people to vote for their favourite.

4 judges picked their favourite, as did the people. From these, the world champion picked the official Magnus sweater.

The sweater is now produced by the Norwegian fashion brand Moods of Norway and available in all their stores.


Over 40000 people joined in and over 4000 submitted their sweater spending on average 30 minutes knitting on the site.

VG's web coverage beat the number one state owned network by 60 % and our goal of 2 % increase on brand liking was tripled.

Another result is of course The Magnus Sweater. No short-lived fad, but a timeless knitted jumper, designed by 15 year old Ingrid Øgreid, decided by the Grandmaster. It is a tastefull supporter sweater for our hero and reigning world champion Magnus Carlsen in many tournaments to come.

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