Åhlens Department store_2 – Anja Uddenfeldt Creative

Pink shopwindow from Åhlens department store

A campaign exploring gender norms

As the Art Director and Creative Director at Kollo, I had the privilege of contributing to campaigns that portrayed Åhléns’ identity as “the conscious department store”, a place that welcomes everyone, regardless of gender, ethnicity, or body type. For these projects, we collaborated with the agency Forsman & Bodenfors.

Break the gender norms. That was the bold message behind the playful campaign below, featuring Swedish celebrities who embraced new, norm-breaking looks. The portraits came to life in Åhléns stores, online platforms, and outdoor media.

The campaign generated a lot of buzz and engagement.

Image from Åhlens department store with a backdrop image of a man with a bow around his neck

Image of sign of an illustrated man showing his top and a mannequin behind it where only the legs and feet are visible

Facade of department store Åhlens with pink shop windows

A screen shot of a behind the scenes film where a stylist puts on a scarf on a man

Behind the scenes video

In collaboration with Forsman & Bodenfors Agency.