Klarna paints a different picture
Klarna's new campaign invites people to discover the truth about some of the misconceptions the brand feels have taken hold around the company.
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Credits
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- Agency Motel/London
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Credits
powered by
- Agency Motel/London
Credits
powered by
- Agency Motel/London
Klarna, the global payments and shopping service, has launched a new campaign in an attempt to set the record straight around some of the accusations levelled at it.
Accused by some of encouraging debt, Klarna has invited UK consumers to "discover the truth about the brand" with famous Spanish artist Ignasi Monreal and the accompanying mythbuster challenge.
Created by Motel London, the campaign takes a bold and unapologetic approach to the critics, the skeptics and the curious as Klarna answers some of the questions on everything from their brand, the average age of its users, and even the company name.
Klarna has partnered with renowned contemporary artist Monreal, famous for his collaborations with Gucci, Vogue and Netflix, who was commissioned to create seven pieces of artwork - each based upon a misconception seen online or in the media. The paintings, digitally designed by Ignasi in his studio in Rome, are a mix of classical and contemporary, for a 21st Century renaissance feel.
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You can visit the artworks, which are located in cities around the UK (London, Manchester, Liverpool and Birmingham) and scan a QR code within the painting which directs users to a digital gallery. Users are then virtually immersed into the paintings and, for each artwork, a Mythbuster challenge is posed and the answers are hidden within the visuals inside of the painting.
Consumers who take part in the game have the chance to win one of four fantastic prizes. Prizes on offer are designed to align with the myths, including a Design Classics bundle, a Weekend stay at Claridges and a £10,000 donation to the hygiene poverty charity, Beauty Banks, in the winner’s name.
“Klarna is misunderstood," said Neda Shadanlou, Creative Director at Motel. "To help people see the truth, just telling them in a traditional comms campaign wasn’t going to cut it. We decided to invite them into the world of myths to seek the facts themselves. And, of course, that meant we needed some fantastic paintings.”
