CHALLENGE & SOLUTION
Arla is Sweden’s biggest milk distributor. Millions of people read each and every ‘carton back’ (mjölkbaksida) that is printed, and it is therefore the most read media in Sweden. Its purpose is to educate and entertain, hopefully both at once, and its credibility is record high. Especially for being printed on the back of a commercial product.
Our mission was to bring attention to the 2016 Paralympics on the limited surface of three carton backs. The end goal was to encourage more physically or mentally impared kids to try sports.
Market Paralympics 2016 and inspire disabled kids to try sports.
The world champion stories.
Julia Gillgren, copywriter
Malin Saarinen, art director
Photo: Gustav Palmgren