SMOOOTH ONLINE PAYMENTS: THE FISH

ClientKLARNA
Category A02. TV & Broadcast: Fiction & Non-Fiction
TitleSMOOOTH ONLINE PAYMENTS: THE FISH
Product/ServiceFINANCIAL PRODUCTS & SERVICES
Entrant DDB STOCKHOLM, SWEDEN
Idea Creation DDB STOCKHOLM, SWEDEN
Media Placement OMD Stockholm, SWEDEN
Production MJZ LONDON, UNITED KINGDOM
Production 2 GLASSWORKS Amsterdam, THE NETHERLANDS
Credits
Name Company Position
Olle Langseth DDB Stockholm Creative Director
Tove Langseth DDB Stockholm Creative Director
Martin Lundgren DDB Stockholm Copywriter
Tomas Granath DDB Stockholm Art Director
Frida Siversen-Ljung DDB Stockholm Copywriter
Viktor Arve DDB Stockholm Art Director
Jacob Sandström DDB Stockholm Business Director
Linda Bryttmar DDB Stockholm Account manager
Mattias Bengtsson DDB House Producer
Patrick Emt DDB Stockholm Graphic Designer
The Perlorian Bros MJZ Creative Director
Redpipe Redpipe Sound design
Michael Hayes Soho Voices Voice over
Lukas Thuvesson DDB House Post-production online
Martin Wassborn Klarna Director Brand & B2C marketing
Sebastian Siemiatkowski Klarna CMO
Nina Siemiatkowski Klarna Assistant project leader
Yann Gorriz MJZ Producer
Helen Kenny MJZ Executive Producer
Carl Hultgren OMD Client Director
Jesper Cederäng OMD Video Director

The Campaign

The Fish. We open up on low picture in room that's completely empty except from a children's slider in the middle of it. On top of the slide there's a quite large glistering salmon balancing. After wobbling back and forth a bit the salmon eventually tips over and start sliding down the slide. It casts a schwooshing nice sound that draws you into the picture when its smooth surface gives it quite some speed down the slide. When it enters the floor it seems to gain even more speed and starts spinning in pirouettes towards the camera. The salmon keeps spinning and stops just perfectly in front of the camera. If it would have been figure skating it would have been a 10, but now we just cut to pack and highlights the word that sumps up what we've just seen: SMOOOTH. Klarna. Smoooth online Payments.

Creative Execution

Make the concept Smoooth come alive by creating something that actually makes you feel the smoothness when you watch it. The films where aired in both television and online, with enough pressure to secure high visibility for two executions in one of the busiest months of the year.

The total reach of the campaign (including programmatic video) was 80% of the population aged 25-59, which equates to 3,51 million unique viewers. The recommendation rate has increased over time and shows entertaining also works in the finance category. We increased with 18%.

It shows a completely new way to communicate such a serious and boring thing as a bank brand. Daring to be simple, Daring to be entertaining, even in the financial & banking category.

Describe a banking service as complex as Klarnas payment service in the simplest and most mesmerizing way possible.