The Malmö Festival is Scandinavia’s annual eight day celebration of culture. It has been running for 28 years and is no longer local. It attracts 1.5 million visitors each year from the whole of southern Scandinavia and northern Germany.

Snask came into the picture in 2009, when the brand was rejuvenated, updated and and revitalised for its 25th birthday party. That was the year the festival began its growth spurt.

And Snask was been its agency ever since.

For this year’s Malmo Festival, Snask created a huge 3D sculpture that it then photographed from a crane 33 metres above the ground, to make the promotional posters. The sculpture itself will be reconstructed and used as an “interactive public art installation” during the event from August 15-22 – in other words, visitors will get to climb, jump, sit and play on it.

• The sculpture is 15 x 12 metres and made of plywood numbers, letters and symbols.
• It took a a team of 14 people about 900 hours to build.
• It used 175 litres of paint, 280 plywood sheets and 10,000 nails. The model will be reconstructed for the festival, which takes place from August 15 – 22, and visitors will be able to jump, sit, nap and play on it.

“This year is [the festival’s] 30th anniversary and Snask decided to do something bigger and better than ever done before…what would be nicer than making the biggest poster ever made and turning it into an entire physical area,”asked creative director, Fredrik Öst.

In 2012, Snask created the event poster using a variety of knitted objects.

And in 2013, it designed papercraft posters as well as a series of stop motion films and large-scale objects made out of cardboard.