As usual, I love to discover and present projects from all around the world. For example, today let's fly to Norway, to join The Eco Dance. Thomas, from King (the agency behind the project together with From STHLM with love), provided us with some background information to better understand the work.
ICA is Scandinavia’s leading grocery chain. Their advertising concept is a long running international award winning sit-com about a store, running in Sweden and Norway. For the introduction of the private ecological label "I love Eco" in Norway, one of the characters, Marius, came up with the idea of an ecological dance.
The website features Marius presenting the dance, but also allows users to upload their photo and dance in Marius' body (!?).
The Eco Dance isn't very original, as it strongly reminds of Elf Yourself but still, it's well designed and developed with the right touch of sense of humor to generate some buzz. Unfortunately what I miss is the "eco" side of the campaign, as the link with the eco products is almost non existent.