Coop: The rainy billboard

Midsummer is one of Sweden’s biggest holidays. A holiday that is synonymous with two things, herring and unsettled weather (according to weather statistics from 1987 onwards, cold and rain dominate over the Midsummer period). The week before Midsummer, all grocery chains advertise herring at an extra low price. The question was how could Coop make people notice their particular offer? Our strategy was to base our campaign on recognition and the acknowledged unsettled Midsummer weather. The solution was a classic food range poster, soaked in rain.