Fjällräven Polar Ally

Don’t see yourself as an arctic explorer?
We do!

Fjällräven Polar is a 300 kilometres dogsled adventure through Sweden and Norway's Arctic wilderness. It's open for all to apply – regardless of prior experience.

I've played a vital role as one of two creative leads on the project. From concept development to mapping content needs and delivery.

My role

This is a big project which includes many stakeholders. Demanding time, energy, and dedication to maintain creativity throughout, reflecting my commitment to seeing projects through to completion.

Why did I choose this case?

Fjällräven Polar is a contest where winners go on a dog sled expedition from Kiruna to northern Norway. You apply by answering three challenges on social media. There's no lottery; all applications undergo human review.

The project spans a year. Starting with planning in January, refining concepts, customer journeys, and identifying content need. The expedition itself takes place in April, five days in the wilderness without cell reception, requiring meticulous planning.

Post-production follows, creating assets for global markets until applications reopen in November. In December, a jury selects 20 winners, and the cycle repeats.

About the project

The goal with the campaign was to increase the global awareness about Fjällräven and to gain as many applicants as possible

Goals

Don’t see yourself as an arctic explorer? We do!

Fjällräven Polar will bring together 20 people from across the globe for a 300km dog sledding expedition across Scandinavia’s arctic tundra.

We believe anyone can become an Arctic explorer. This one-of-a-kind adventure proves it.

Messaging

We chose to use the portraits of participants and their testimonials, as they know best that this is truly an expedition for ordinary people.

Imagery

Celebrating 60 with the adventure of a lifetime

For Nooshin Hamzehloo, Fjällräven Polar was her way of celebrating life so far, making a statement to the world (and herself) that the best is yet to come.

Polar alumni portraits

30 000 applicants but only 20 winners

We got 30 000 applicants, and the winners where announced during a live stream on YouTube.

Winners announcement

29,980 new brand enthusiasts missed out on the expedition, but we've ensured they're taken care of with discounts on polar products and the chance to chat with our winter adventure experts.

Gear showcase