Fagerhult brand launch Germany

Challenge

Fagerhult is an innovative company with a long history of high innovation and advanced solutions in technology and sustainability. However, with no previous presence or awareness in the German market, work had to be done before unique product benefits could be highlighted. Part of the assignment was to create something bold that stood out from the crowd.

Solution

Fagerhult’s culture and obsession with how light affects human well-being largely stem from the fact that we Swedes live in extreme light conditions. For half of the year, there are barely any hours of sunlight at all, while in the summer, it’s light around the clock in some parts of the country. This gave birth to the concept of ”The Swedish Light,” which refers both to the natural light in our country and the fact that Fagerhult is from Sweden – a distinguishing factor in the German market.

Execution

The first part of the campaign, named ”Light.
 Born out of darkness.”, focuses on Fagerhult’s heritage, its innovative culture, and the people within the company. The dramatic Swedish winter landscape becomes a stage for both their unique relationship with light – and an impactful brand launch through the animated light beam. The campaign also features three iconic products, which have been given a conceptual framework based on their unique USPs, symbolized through a natural context.