I vårt älskade Stockholm – In our beloved Stockholm

christian — Fri, 20 Nov 2009 17:45:30 +0000

My latest work is a concept for the client, a grocery store, PrisXtra in Stockholm. The campaign I have created is – I vårt älskade Stockholm (”In our beloved Stockholm”). The purpose is, besides branding, to tell the people of Stockholm that the opening hours are from 8 am to 10 pm and to tell them about the weekly offerings. I hope to give a good feeling for Stockholm and a reminder of the beauty of our capital where PrisXtra is located.

To enhance these feelings about Stockholm, what song is better than Monica Zetterlund’s “Sakta vi gå genom stan“, originally made in 1930 by Fred E. Ahlert and Roy Turk and then translated to a Swedish version by Beppe Wolgers (I’m a big fan) in 1961. And to make this a tiny bit more modern we’ve made a new studiorecording of the song with the lovely and very kind Maja Gullstrand. Arranged and mixed by Adam Nordén.

I also did the copy and direction of the two commercials for TV. The production company is Populate AB from Uppsala, faboulus team. The result is one 10-second film and a 30-second version with offers that will be aired with new offerings for 7 weeks. The campaign for TV started this week and will end at new years’. Since I’m also a photographer I did the timelapse sequences and product shots, most of the timelapses are in the 10 seconds spot.

There are more around this campaign in the works. Stay tuned. See the spots below.

10 seconds. Brand.

[See post to watch Flash video]

30 seconds. Offerings.

[See post to watch Flash video]

Production TV:

Concept: Christian Pellving, Pellving Communications Production company: Populate AB Producer: Ehsan Nasari Lead 3d artist: Jonas Törnros, Cinemantica 3d, prisxtra neon sign: Joakim Sandberg DoP: Kristoffer Johansson Red camera operator: Janne Jansson Still photography/Editing: Christian Pellving Compositing: Hugo Guerra/Christian Pellving

How to make ad campaign work?

christian — Tue, 02 Jun 2009 10:05:52 +0000

What we already knew but can be said again.

In Journal of Advertising Research june by Les Binet DDB Matrix, Peter Field Consultant

Focus on hard objectives, such as specific market-share gains, rather than soft ones, such as brand awareness

Focus on price, not volume

Focus on penetration (winning new consumers) rather than loyalty

Influence consumers emotionally rather than rationally

Create ads with “talk value”

Have a high share of voice relative to brand market share

Include TV in the mix

Include a small number of media channels with a concerted message

Story from AdAge “ Future of Advertising? Print, TV, Online Ads “

Flight of the Conchords

christian — Mon, 02 Feb 2009 19:21:36 +0000

Must see TV show.

CHRISTIAN PELLVING » TV

I vårt älskade Stockholm – In our beloved Stockholm

How to make ad campaign work?

Flight of the Conchords