Kate's Advent Calendar
Kate's Organic Market
Issue 31 | June 2014
Agency
MRM Stockholm
Creative Team
Creatives: Christian Soderholm, Fredrik Sundqvist Executive Creative Director: Johan Blomstrom
Date
December 2013
Background
Each Christmas all major grocery stores and supermarkets launch their Christmas campaigns. However, not everyone has the budget to launch a massive marketing campaign. Kate's Organic Market in Stockholm, Sweden is a small independent store with limited resources. Therefore a cost-effective, but above all inspiring idea was needed when their Christmas campaign was created.
Idea
Kate's Advent calendar was created entirely in Instagram. Each day in December, counting down to Christmas Eve, a new "door" was uploaded that featured a product and an offer. To stay true to the Instagram experience all 24 films were recorded using a smartphone. When all 24 doors added up, it turned out also that what started as individual numbered doors with an disjointed pattern, together formed a large Christmas message from Kate's. You could also see that the three last doors revealed a secret. A free membership card if you came into the store.