Memories of the mundane
In a new ad for one of Sweden’s most prominent Book & Magazine-retailers, Papercut, we get dragged into the disappointing drama of everyday life.
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Credits
powered by
- Agency Akestam Holst NoA/Stockholm
- Production Company BKRY NoA
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Credits
powered by
- Agency Akestam Holst NoA/Stockholm
- Production Company BKRY NoA
- Copywriter Magnus Jakobsson
- Art Director Joakim Khoury
Credits
powered by
- Agency Akestam Holst NoA/Stockholm
- Production Company BKRY NoA
- Copywriter Magnus Jakobsson
- Art Director Joakim Khoury
We all know a good storyteller can weave a yarn out of the most mundane of memories, but even Shakespeare would be hard-pushed to drag a duologue from this particular recollection.
Promoting Papercut Shop, one of Sweden’s most prominent Book & Magazine-retailers, My Sister sees a 'missing person' story devoid of actual tension.
Despite this, the concept and production, from Åkestam Holst and BKRY, wrings the retelling for every drop of unease possible, utilising archival VHS footage and clever copywriting to deliciously wrong-foot the viewer.
