"A fridge full of light (therapy)"

Background

In 2020, when the world went dark – literally and figuratively – festivals were cancelled, venues closed, and togetherness took a backseat. Norrlands Ljus needed to stay relevant and bring a little hope (and light) back to its audience.

Idea

↳Capture the brightest day of the year. Store it in a fridge. Release it on the darkest day of the year.

Together with light scientists and engineers, we measured the exact light levels on Sweden’s brightest day and used it to create a one-of-a-kind fridge with built-in light therapy. A playful and poetic symbol of light, hope and Norrlands Ljus’ spirit.

The fridge was released in a limited edition on december 20th, 2020 via norrlandsljus.se and sold out in just a week.

Execution

• PR-driven campaign launch

• Limited-edition fridge sold online

• Supported by earned media, organic buzz and targeted social

• Visuals and storytelling grounded in the "Norrlands" – with a scientific twist

Results

• 100+ media articles (Swedish & international)

• 66.5 million earned media impressions

• +601% website traffic during campaign

• 9.4 million social media impressions

• 65% of the target audience reached

• +418% Google search increase for “Norrlands Ljus”