This is a tv-spot and two viral videos for the online shop of Irma, a high quality chain of grocery stores in Denmark. It’s been around for 127 years (making it the second oldest in the world), and is an institution that has always represented high standards here in Denmark. As such they're quite conservative and have never actually advertised on tv before let alone created videos intended for viral distribution. So I'm very proud to have created something that for this category is quite bold.
It's a long story but basically I discovered this guy, j.viewz, an electronic music producer from NY that plays music on vegetables via a tweet. I thought he was amazing so we convinced the client, which wasn't all that easy, to fly him over to be a part of the campaign. And as it turns out it worked really well both in terms of the creative work and sales :-)
I think it's also a really good example of adverting that isn't advertising. This project is featured in Google Creative Sandbox.