The new campaign by Stockholm agency, Kurppa Hosk Communications, and director, Gustav Egerstedt, for re:member credit cards consists of two extremely deadpan films that deliberately strip credit card advertising down to almost nothing with an intensely slow rhythm. No benefits, no lifestyle, no USPs. Just people quietly observing a credit card.

The offbeat films are weirdly magnetic. And they’re not strange for strange’s sake. Ironically (look at its name), people are having a hard time remembering the Scandinavian credit card, re:member. So Stockholm agency, Kurppa Hosk Communications, decided to make a series of films constructed to get one very simple message across – It’s a credit card.

The commercials stand out in a category often defined by promises and lifestyle. The result is a campaign that feels oddly meditative, slightly absurd. And hard to forget.

“They say that repetition is the mother of all learning. In this campaign, we took this profound insight and ran with it,” stated Jakob Eriksson, art director at Kurppa Hosk Communications.

I love the idea of taking the product and just looking at it. No metaphors, no drama, no escalation. Just people calmly acknowledging what they’re looking at. It’s a very honest ad,” Gustav Egerstedt added.

Credits:

Creative Agency: Kurppa Hosk Communications

Copywriter & Creative Director: Erik Wingfors

Art Director & Creative Director: Jakob Eriksson

Producer: Beatrice Edling

Senior Account Director: Helena Bäcklund



Production Company: Giants & Toys

Director: Gustav Egerstedt

Executive Producer: Calle Isberg

Producer: Konrad Patocs

DoP: Fredrik Bäckar

Production Manager: Mira Von Der Burgh

First AC: Tommy Sandberg
DIT: Milad Moore

Gaffer: Georg Schierbeck

Editor: Marcus Kryler

Colourist: Edward Negussie

Online: Mikael Hallmans

Sound Design: Calle Wachtmeister



Client: re:member

Senior Marketing Specialists: Jan-Erik Lorentzen
 & Johanna Wessner
Brand Lead: Mona Moussavi Andersson