SMOOOTH ONLINE PAYMENTS: THE CHEESE

ClientKLARNA
Category A02. TV & Broadcast: Fiction & Non-Fiction
TitleSMOOOTH ONLINE PAYMENTS: THE CHEESE
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 Cheese. We see a close up on a cheese in a nice kitchen. A hand comes in with a cheese slider and starts to plane the cheese. A perfect bit of cut cheese appears in the slider and starts curling up in a flawless spiral. But the weird thing is that it doesn't seem to be an end to the cheese. The hand just keeps sliding and the cheese keeps curling up in this perfect spiral that grows bigger and bigger, decimetre by decimetre, meter by meter. Its really a fascinating scenery in front of our eyes. It just keeps going and going, still with a perfectly cut cheese. It's a feeling everybody can relate to in a way, when something is just… smoooth. That's when we cut to pack. Text: 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.