Art that highlights the depth of the ocean plastic problem
Fjällräven releases an annual limited edition Kånken Art, this year featuring Linn Fritz's ocean plastic-themed artwork highlighting ocean pollution.
My role
Art Director, designer, animations.
Why did I choose this case?
This is a campaign where a lot of different pieces comes together, It took a lot of work to simplify the messaging hierarchy. It’s also a great case for how to tie brand values with products and sales.
By 2050, estimates indicate that oceans may contain more plastic than fish unless we change our habits. Kånken Art '21 aims to raise awareness and inspire change.
With each Kånken comes a trash bag made from leftover materials. It’s reusable and with a message that encourage each user to clean the nearby nature.
The Kånken Art program is part of the Arctic Fox Initiative, meaning that 1% of every purchase from the Kånken Art ’21 goes directly to their work. For 2021 Fjällräven chose to work with organisations that support the reduction of plastic waste as well as focusing on cleaning up what is already out there.
About the project
Piece by Piece
Let’s Keep Plastics Out of the Ocean.
The campaign launched on World Ocean Day. We launched organically on social media and in-store, leveraging our community and influencers to promote the cause.
Launch and activation
The 2 Minute Foundation and Fjällräven have a common goal: to protect nature and inspire people to spend time outdoors.
Fjällräven launched a trash picking initiative together with them where we encouraged our audience to clean up their nearby nature.
Social engagement
We also did a short documentary about the designer, where she talks about her inspiration for the art work.
Linn Fritz
I’m looking forward to hear from you!
0730665144
blom.lucas@gmail.com