Klarna: K-Rated
Klarna's Australian launch deals were too hot for daytime TV — so we censored them.
The brief
Klarna was launching in Australia with deals it wanted to be impossible to ignore. Thinkerbell’s idea: the deals were too hot to show. The products appear on screen under modesty censorship, too raunchy for daytime television, and viewers scan a QR code to reveal the K-Rated deal.
The idea
Thinkerbell brought me in to direct, and I brought in Heckler to make it happen. The censorship gag only works if the world around the product is irresistible, so I built a set of ‘very Klarna’ apartments for the products to live in. Each space was designed around an imagined occupant, so the audience would wonder what kind of character lives there.
…someone pretty cool, no doubt.
The craft
One apartment set per product category: cosmetics, household, shoes and SodaStream.
Stylist Rebecca Riegger was integral to the project. She built the majority of the sets and gave each apartment the personality of the character we imagined living there.
So much fur.
The outcome
Four 15-second spots and fifteen unique 6-second socials, all from one system of sets.
Credits
Client: ANZ Klarna Bank AB
Head of Marketing: Andrea Darling
Consumer Marketing Manager: Rebecca Selth
Agency: Thinkerbell
Production: Heckler
Stylist / Set Build: Rebecca Riegger
Director: Piotr Stopniak