Denver Awards
Category
Integrated Branding Campaign
Annual ID
DEN24_IG001S
Fjällräven is most known for its colorful Kånken backpacks. But it’s actually much more than that. It’s one of most durable, sustainable, mission-driven outdoor brands in the industry. And while it enjoys 98% awareness in its home country of Sweden, only 8% know it here in North America. Kicking off with its impressive line of trousers and later extending to backpacks and parkas, the brand needed a new strategy to stand out in a saturated market among brands like Patagonia, Arc'teryx, Kuhl, and The North Face.
The solve? A simple, yet compelling insight: Fjällräven does things the Swedish way… designing humble products that maximize use and minimize impact. So when you get down to why someone would buy Fjällräven over another well known brand, Sweden is the reason. “Sweden’s Best Kept Secret” anchors us in our differentiator and allows us to shed light on our intentional design process - showing how Swedish culture, values, climate, geography, and outdoor demands show up in every Fjällräven product. And if we build Sweden into every product, those products will stand up to any conditions. So while Fjällräven may be Sweden’s Best Kept Secret, they won’t be for long.
The solve? A simple, yet compelling insight: Fjällräven does things the Swedish way… designing humble products that maximize use and minimize impact. So when you get down to why someone would buy Fjällräven over another well known brand, Sweden is the reason. “Sweden’s Best Kept Secret” anchors us in our differentiator and allows us to shed light on our intentional design process - showing how Swedish culture, values, climate, geography, and outdoor demands show up in every Fjällräven product. And if we build Sweden into every product, those products will stand up to any conditions. So while Fjällräven may be Sweden’s Best Kept Secret, they won’t be for long.
2024 Awards
Total Points: 7
Silver Winner
Credits
Agency
Cactus / Denver
Music / Sound Production Company
Coupe Studios
Art Director
Rachel Morgan
Chief Creative Officer
Norm Shearer
Creative Director
Patrick Campbell
Design Director
Sarah Berkheimer
Executive Creative Director
Brian Watson
Photographer
Anette Anderson
Cody Duncan
Senior Copywriter
Brian Denison
Senior Creative Director
Jeff Strahl
Associate Director of Brand Strategy
Rob Troller
Colorist
Jeff Wilson
Engineer
Greg McRae
Print producer
Raven Checkush
Production Design Manager
Stephen Hausrath
Production director
Martha Douglas
Project Management Director
Helen Rudolph-Shabinksy
Project Manager
Bre Robb
Senior Account Manager
Mikela Parker
Senior Front End Developer
Austin Lliteras
Senior Motion and Video Designer
Ben Micek
VP, Account Leadership
Ainslie Fortune
VP, Comms Strategy & Media
Chris Shewmake
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