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Coop

When Coop Östra tasked us with creating a campaign for January – arguably the toughest financial month of the year – we saw an opportunity to think outside the box. Instead of the usual product-centric visuals that dominate sales and discount campaigns, we chose to shift the focus to the consumer.

What we didn’t anticipate was the media frenzy that followed. The use of AI-generated imagery sparked widespread discussion, with articles in Aftonbladet, Daglivarunytt, P3 Nyheter and Sveriges Radio debating the role of artificial intelligence in modern advertising. The campaign not only resonated with consumers – it became part of a bigger conversation. Observe that Aftonbladet’s article was written with the help of AI: “Sammanfattningen är gjord med stöd av Al-verktyg från OpenAl och kvalitetssäkrad av Aftonbladet.”

I also liked this comment in Social Media: “Ni som klagar pả att Coop tar jobben från arbetarna genom att använda modern teknik, borde inte ni skriva brev till Coop istället för att använda modern teknik som sociala medier? Då kanske portot inte behöver höjas och vi får fler brevbärare?”

And when the debater comments on this, it just makes me laugh even more: “När jag tänker på COOP:s reklamfilmer är det helt blankt. Jag var tvungen att googla för att komma ihåg vad de gör. Och de är helt ok, men inget som fastnar.” That was exactly why we created this campaign – to stand out and be remembered and also try something new.

Creative/Art Director/AI prompt: Max Rosell
Creative/Copywriter: Peter Fjäll
Creative/Art Director: Magnus Färnström
Account Executive: Ola Granfeldt
Account Manager: Amelie Lagerstedt
Final Art: Olof Rogbrant
Production Company: Adeprimo
AI animator: Arthur Machado
Post producer/Motion Designer: Verena Grahn
Retouch: RBLS
Advertising Agency: BANG Agency

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