Kate's Organic Market: Kate’s Advent calendar

This year’s smartest Advent calendar. Colorful cardboard boxes with punched calendar doors. For over 130 years, the Advent calendar has looked more or less the same. However, that has organic food store Kate's Organic Market in Stockholm, Sweden, now changed. On December 1st they launched an innovative Instagram-adapted version.The Advent calendar's history began in the mid -1880s when a mother in Germany wanted to make the waiting for Christmas easier for her four-year-old son, Gerhard. She created a colorful box with twenty-four cakes that he got to eat. But only one each day.

Creative way to use video on Instagram
Until Christmas Eve, Kate's Organic Market will post a new "door" on Instagram every day. The door is actually a video, and by pointing at it, a short film start and reveals today's content. For it to feel like a real Advent calendar, each film starts with a fold up-animation. Behind each door there’s an offer on an organic, Fairtrade or locally produced item from the store.

Secret offer revealed on the 24th
If you go into Kate’s profile to see all the images uploaded, you will see how the calendar doors are emerging to a "real" Advent calendar, and on Christmas Eve the picture-puzzle will be complete, revealing the whole image with a secret message.

To follow Kate's Advent calendar, search for "katesorganicmarket" on Instagram.