When HEMKOP - one of the leading supermarket groups in Sweden – asked us to help launch their new online shopping experience (e-commerce) – we decided to keep things brutally simple.

We focused on the price – as it was the same as the low prices in store.

The ads (and campaign) had the playful tonality and tone-of-voice of the early days of the Internet.

Using two bananas with the same price (one pixeled), we showed that there would be no real difference between shopping online and in store. It’s basically same, same but different.