Creating an activating magazine for Mood, a premium shopping mall that opened in Stockholm in the spring of 2012. Creating buzz around the shopping mall, making people take the extra trip if even ”just” to pick up the magazine.
We made a magazine worth reading, about Stockholm and Sweden but from an intelligent perspective, making it a ”take with” magazine rather than something that you put in the trash after a few minutes. It was also sent out as a supplement in Sweden's largest business daily, Dagens Industri, during the weekend.
Immediate reach of 100 thousand Stockholm visitors with fat wallets as well as empty racks, media recognition, great ad sales and awards.