Fotografiska: Entrance Socks

In Sweden, one of the most popular gifts for Father’s Day is socks. With that in mind, how could Fotografiska (The Swedish Museum of Photography) get more people to think of a visit to the museum as the perfect gift for dad? The solution was to launch entrance socks. Socks that keep dad's feet warm, but also gave him free entrance to Fotografiska on Father's Day (and the remaining of the year).
Agency: ORD&BILD