We study life at home, we identify problems and we solve them with smart design solutions. Even when it comes to technology in the home, we design solutions to make life at home easier. So, we decided to start a new conversation about technology that no one would expect. This is how we came up with SKAMT, a digital collection for a digital age. By using our home-visit research (and some personal experience), we charted out five territories to approach tech-use in the home. We designed something for the bathroom, dining room, bedroom, home office, and even a little something for pets. Each design needed to provide a solution in a dramatized way. And finally, we named the collection SKAMT, after the Swedish word for joke. Again, teetering the line between believable and the ridiculous.

We activated the collection on social channels organically on April 1, 2018. We had a fast timeline and no budget, so the idea needed to be clear to have a big impact. We knew organic social channels would drive the most authentic conversations, especially about technology.

Despite no paid media support, PR garnered over 105mm impressions. Multiple press outlets such as Washington Post, TechCrunch, TribLive and Apartment Therapy featured the social post on their lists of best branded April Fool’s content.