OBOS
Category
Art Direction & Visual design
Year
Storschlagna bostadsdrömmar was a campaign that transformed a traditional sponsorship into an engaging, content-driven experience connecting housing dreams with Sweden's most beloved entertainment event. We partnered with interior stylist Elsa Billgren, whose passion for both interior design and Melodifestivalen made her the ideal ambassador to bridge OBOS's vision with the magic of Mello. Interactive competitions and a creative on-site presence at the arena extended our reach, created engagement, and strengthened brand awareness.
My Role
Art Director
Visual Designer
Influencer
Elsa Billgren
Outcome
★ Gold at Gyllene Hjulet 2023 in the category: Årets kultur- & underhållningssponsring
Created at
Passion Lab
OBOS, one of the largest housing developers and property cooperatives in the Nordic region, was the main sponsor for Melodifestivalen, an annual Swedish music competition that selects the nation's representative for the Eurovision song contest. We were tasked with creating a sponsorship campaign and activation spanning digital and the arena.
Storschlagna bostadsdrömmar
The campaign Storschlagna bostadsdrömmar (a play on the word Schlager) was a content-driven activation centered around creating "Mello magic" at home. We partnered with Elsa Billgren, a well-known interior stylist, entrepreneur and long-time Melodifestivalen enthusiast. Through a series of content pieces, Elsa shared tips on how to style and elevate the Melodifestivalen viewing experience at home, combining interior inspiration with warmth, accessibility and personality.
The campaign also included two competitions:
A main prize where the winner got a room in their home styled by Elsa herself
A parallel competition where participants could win a unique Melodifestivalen experience, including a hotel stay during the final weekend, tickets to the final and shopping at Mall of Scandinavia
To extend the campaign into the live experience, we created a creative exhibition stand at the arena during the final weekend, bringing the campaign to life on-site and connecting with audiences in person.
Together, the content, competitions and physical presence turned OBOS's sponsorship into a participatory, emotionally driven campaign that linked housing dreams with one of Sweden's most beloved cultural events.
