We wanted to make a brand campaign that doesn’t talk about our products and instead talks about our new newsletter, SPAM, which also doesn’t talk about our products. And we didn’t want to talk about our newsletter in a newslettery way as it’s not really a letter or news and we decided to call it SPAM because that’s what everyone thinks of newsletters which then presented a creative opportunity to execute the brand campaign about the newsletter in the most analogue of SPAM ways possible or at least that we could think of.

Creating a huge OOH brand campaign to advertise the launch of a newsletter called ‘SPAM’ seemed like the stupidest (or boldest?) thing you could do. And to live up to its name we decided to SPAM everyone, as much as we could, including internally at all our offices wherever they are in a bid to let people know exactly what they could expect from our newsletter. An ironic brand campaign that talks about a newsletter which most people consider to be Spam which is why we called it Spam.

The global launch campaign for our monthly newsletter took place from November, 2022 to February, 2023, across major cities including Stockholm, New York, London, Berlin, Helsinki, Amsterdam, and Copenhagen. We utilized a variety of channels, including OOH advertising, samplings, SoMe, and print. The scale of our campaign was truly global, with a reach that exceeded our expectations.

The pop-up window is a design element that unifies the overall aesthetic of the project. In both print and analog media, the pop-ups are presented in the same way as they appear on screen, slightly overlapping some of the headlines to create a sense of depth. As this campaign doesn't focus solely on showcasing our products, we used a cropped illustration of a generic package with our logo as the send-off.