Welsh Lamb is currently an unfamiliar brand with minimal distribution in Sweden, so we needed an inventive approach. The idea that came to us was this: In Sweden, the first new potatoes of the year are usually auctioned off, as is the first lobster of the year. Now we think it's time for the first Welsh Lamb of the year to go under the hammer on Tradera, the Swedish equivalent of eBay. This provided an exciting opportunity for a relatively unknown brand to gain coverage both in digital channels and via PR, not least since Tradera is one of Sweden's largest marketplaces, with over 2 million visitors a week. And it's not exactly common for a whole lamb to be put up for auction on the site. In fact it's never happened since the site was launched in 1999. Welsh Lamb, which has PGI status, is only sold in a few stores, but demand is strong. And hopefully it will get stronger. The auction on Tradera ended on Sunday 29 May at 17.10. And the winner was able to collect their winnings shortly after - 13-15 kilos of fresh lamb, butchered into around 20 traditional Welsh cuts. The outcome of the campaign:
Silver in Digital for Kosta Boda and An auction based on emotions. Nice!
On the 18th of June Kosta Boda is hosting the world's first auction based on emotions. Everyone is invited to place a bid on the unique art glass pieces created by three of Kosta Boda's most prominent artists. Together the pieces are worth more than 25 000 euro but not one cent will change hands during the auction. Emotions are used as currency for the bidding – not money.
While watching the art glass, the visitor's emotions will be measured using biometric sensors and the person who feels the strongest will win the auction. The aim is to draw attention to Kosta Boda's artists and the contemporary art glass they are creating in Sweden today. Isn’t it nice that for once the debate is about the emotions that the art brings rather than how much it costs?
The auction takes place in Kungsträdgården, Stockholm and can be followed at auctionbasedonemotions.com and at #kostabodaauction
Sommaren med Scalibor is the campaign which leaves the dogs to do the work. Six very carefully selected dogs, who all enjoy being outdoor, demonstrate how pleasant a dog’s life can be when they do not have to worry about ticks. Equipped with a GoPro camera and a tick collar they are documenting all the things that dogs love to do by taking pictures, films and having their own Instagram feeds. The pictures taken by the dogs are, among other things, being used for adverts. You can follow their every move on sommarenmedscalibor.se. The campaign goes on for most of the summer.
Is mouth-blown crystal made in Sweden today? Is there any point in buying Intermezzo or any other glassware from Orrefors? After the recent flow of news, many people are wondering. The Swedish glass tradition lives on. Next year, Orrefors will blow over 200,000 crystal glasses in Småland. It’s happening in the glassworks right now. In the same tradition that has been followed for almost a century and which will continue for at least another. That's what this campaign is all about.
Photo: Mattias Edwall