AIK RÅSUNDA EDITIONBrief: Create an activation for the launch of the new season’s kit – as a percentage of its sales would go to fund the campaign of celebrating the memory of AIK’s old home - Råsunda, on its ten year anniversary. Part of it being cultivating a piece of grass that’s lived on and would be permanently planted on the pitch of AIK’s current home Friends Arena.
Process: Our team wanted to handle the very emotional subject of the ten year anniversary of AIK’s old arena Råsunda being demolished with the sentiment it deserved. We brought in Råsundas old groundskeeper who followed the club to their new arena to star in and narrate the clip. Following him documentary-style as he talked about his memories gave it the authenticity it deserved – as well as allowing fans to relate emotionally to the story. We then teamed up with a DOP/director to bring the story to life in video.
Role: As the junior art director I took part in developing the concept together with the senior art directors and the copywriter. We ideated and developed the story, as well as created storyboards to help us visualise the movie in the way we wanted to portray it.
Delivery: Video material for web and social media.