Metro’s new strategi is all about explaining the news. So we created a campaign “Metro Explains” (Metro Förklarar) with fun, weird and interesting themes. For example:

  • Why do we happily let an unknown fat, bearded, red man luring children with gifts into our homes?
  • How big can the housing bubble get before it bursts? And frankly, what does the housing bubble mean?
  • Also, why do we each new year make promise that we never keep?

The work included: develop the concept/campaign, retouching and production of print ads, digital ads and units for the editorial content.

In collaboration with House of Friends