Solution: In this autumn fashion campaign we wanted to show that Åhléns is much more than just clothes. The “more” is here illustrated by products from other sections of the store. The products – such as staplers, tape, glue and dust cloths – are used by the model to fix the add it self which is torn, dirty or falling of the add stand.

The campaign was not measured when it comes to awareness so we have no definitive result figures. However, the campaign was definitely noticed and talked about a lot; both internally at Åhléns, by consumers visiting the department stores and in mails sent from consumers to the marketing department.