Klarna: Loved Items Live Longer

OBJECTIVE

During NY Climate Week, Klarna launched a campaign to spotlight its commitment to sustainability throughout the streets of New York. Our goal was to shift the narrative that Klarna is a supporter of fast fashion and overconsumption and show shoppers that there is a more sustainable way to consume. The idea was simple at its core – if you have an emotional connection to something you will cherish it and never let it go. (Remember your childhood blankie?) Through striking portraits personifying items of clothing, we inspire the viewer to love their clothing enough to repair, resell, or recycle it, promoting a culture of circularity. 

CREATIVE DIRECTOR: JAY SPAHR | ART DIRECTOR: NATHALIE HALLMAN | COPY: VERA PERLMANN | CREATIVE SUPPORT: LENA TANDIANG | PROJECT LEAD: VICKI GALIAMOUTSA | BRAND STRATEGIST: OLIVIA BUTTER | PHOTOGRAPHER: GUSTAV ALMESTAL | STYLIST: LISELOTTE BRAMSTANG