Claude Monet captures Stockholm in a guerilla campaign

Agency: Sweet

Djurgårdsbron - Artipelag

Kungsholmen - Artipelag

Södermalm - Artipelag

Södermalm - Artipelag

Claude Monet takes on Stockholm in guerilla campaign


Claude Monet has come to Stockholm to paint the city's finest bridges. Well, almost anyway. In connection with the premiere of Imagine Monet at the art museum Artipelag, the advertising agency Sweet launched a guerilla campaign celebrating the French artist.

Claude Monet was drawn to water lilies, bridges and water. To draw attention to the current exhibition Imagine Monet, the guerilla campaign flirts with the artist's favorite motif. The campaign includes five unique works created in Monet's Impressionist style on easels deployed along the city's most popular promenades.

On your way to the evening dip or the picnic, you may catch sight of them. Impressionist "paintings" of Stockholm's most beloved bridges. Well-used color palettes and messy brushes give the impression that the artist has just gotten up and left the scene.

- We asked ourselves where Monet would have settled down to paint if he had lived today, says Linnéa Liljedahl who is Art Director at Sweet.

The colorful outdoor advertising invites you to the exhibition and a QR code makes it easy to book tickets. According to Daniel Rösth, ECD, the campaign has attracted a lot of attention, elicited smiles from passers-by and also contributed significantly to ticket sales.

- So far we have had a fantastic response, and the number of scans of the QR code exceeded our goals already in the first day.

The campaign is part of a bigger campaign, which also includes traditional media. The installations are located along the walkways at Djurgårdsbron, Årstabron in Tanto, at Reimersholme, at Västerbron and St. Eriksbron. One of the motifs was stolen during the first weekend, but the easel with paint and brushes had to remain.

- We are flattered that someone wanted to take our "painting" home and hang it on the wall, concludes Daniel Rösth.

This professional campaign titled 'Claude Monet captures Stockholm in a guerilla campaign' was published in Sweden in July, 2023. It was created for the brand: Artipelag, by ad agency: Sweet. This Ambient, Experiential, and OOH Outdoor media campaign is related to the Hospitality, Tourism, Other, and Travel and Tourism industries and contains 5 media assets. It was submitted 11 months ago.


Advertising Agency: Sweet
ECD: Daniel Rösth
Art Director: Linnea Liljedahl
Copywriter: Fanny Olsson
Account Director: Anton Ageman
Photographer: Pontus Rudolfsson

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