Fashionably reinterpreting an Easter tradition
Awarded Silverägg
Challenge
Seasonal retail advertising often relies on predictable visual cues and promotional messaging tied to holidays. For Nordiska Kompaniet, the challenge was to acknowledge the Swedish Easter tradition while maintaining the department store’s fashion authority and cultural tone.
At the same time, the brand carries a long-standing stereotype: NK is often associated with well-dressed, affluent older women—colloquially referred to as “kärringar.” The task was to create a campaign that could engage with Easter imagery while subtly addressing this cultural perception of the brand.
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Solution
The campaign drew inspiration from the Swedish tradition of påskkärringar — children dressing up as Easter witches and going door to door during the holiday.
The visual portrayed a young girl styled with the folkloric markers of the tradition: a scarf tied beneath the chin, rosy cheeks, and a composed, almost stern expression. At the same time, the styling incorporated luxury fashion pieces available at Nordiska Kompaniet, including a scarf from Hermès and other high-end items.
The headline anchored the concept:
“Vi har förvandlat flickor till kärringar sedan 1902.”
(“We have been turning girls into witches since 1902.”)
The line operated on multiple levels:
• A literal reference to the Easter witch tradition.
• A fashion metaphor suggesting transformation through style.
• A self-aware nod to the stereotype of NK as a destination for affluent older women.
By combining folklore, fashion, and brand self-irony, the campaign turned a seasonal tradition into a playful commentary on the evolution of NK customers over time.
Outcome
The campaign generated attention through its layered humor and cultural specificity while reinforcing the fashion credibility of Nordiska Kompaniet. The work was awarded Silver at Guldägget, Sweden’s national advertising and design awards.
Role
Concept development.
Client: Nordiska Kompaniet
Agency: Cole, Russell & Pryce
Photography: Carl Bengtsson
Awards: Silverägg, 2nd Månadens Kampanj
