Stockmann's biannual sales campaign, Crazy Days, needed a bit of a facelift to take it in a more premium direction. It all started with finding new interpretations of the old ghost figure.
The brand assets included ethereal teaser film and imagery. The tactical assets focused more on the revealing moment of the final offers. The logo was updated to work with all regional languages, and the colour palette was enhanced. The legendary Crazy Days jingle was also remade for the new approach.
My role was primarily on the final side of planning and production, acting as the guardian of quality.
Color palette
The new palette was originally created to support a warmer version of Crazy Days yellow, but in the end, the yellow remained as the original. Still, the new secondary palette found its place alongside white and black, bringing more flexibility and a premium feel to different touchpoints. The beige served as a new background tone, while brass acted as an accent color.
Teaser Film
The teaser film's role was to hype up the upcoming campaign and give a taste of the renewed style of Crazy Days. In the film, we see the ethereal cloth slowly coming toward the Stockmann Helsinki flagship store. The jingle was delicately remixed, providing subtle hints of the Crazy Days tune.
Teaser imagery
The teaser imagery focused on showcasing the various places where our ethereal cloth is traveling to the Stockmann flagship store and within it. The indoor images were particularly used inside the department stores and near the locations where they were shot.
Tactical Film
The tactical film was used during the active campaign to showcase the products on offer. The products changed depending on the day and time, but the initial reveal of something under the yellow cloth remained the same. The jingle was remade to be more pleasing to the ear without compromising its recognizability.
Tactical imagery
Tactical imagery literally wrapped around a single yellow rendering of a cloth covering a pile of objects. The image is cropped differently to suggest the various objects it might conceal. The idea for continuity was to create more varied shapes going forward.
Logo update
The new simplified Crazy Days logo has various versions, including three different styles for four different languages, stacked versions, and a double-language option. The version used depended on the layout size, other logos and signatures, the overall style of the background, and the space in which it is used.
