CHALLENGE & SOLUTION
Frölunda HC have an arch enemy. Färjestad BK. The green-purple Färjestad and red-green Frölunda have met countless times, and every time Frölunda win, they can behave quite spitefully. And for every time that happens, Färjestad grind their teeth more and more. So we created something for Frölunda in the name of sportsmanship. A children’s book. The book lets you come with Eli to a hockey game, and see how she tackles tricky situations in the arena. This way, it gives you hands-on tips on what to think about when you’re a winner; simply something that is essential knowledge for Frölunda’s fans. Basically, we created a book about not teasing – that teases.
The book was sent out to bloggers with kids and a hockey interest, shared to Frölunda’s fans in social media, and launched before Frölunda’s home game against Färjestad on 3 January 2017. A game that Frölunda, of course, won.
Disclaimer: “Karlstadlaget” and “det laget som brukar förlora” are both completely fictive and not based on any real team. Naturally.
Frölunda Hockey Club
Include the younger generation of Frölunda fans.
A good winner
Julia Gillgren, copywriter
Malin Saarinen, art director
Markus Lindsjö, creative director
Petter Brink, account manager