Fjällräven North America launched its largest holiday campaign to date, unveiling a multi-piece billboard installation and adjacent 3,500-square-foot pop-up brand center in New York City’s Times Square.
The outdoor brand designed the campaign “to bring Swedish winter to life in the city’s epicenter while further introducing consumers to the Fjällräven brand,” said a company representative.
Fjällräven hosted a private preview event for media and partners on Tuesday evening. Now open to the public, the Times Square space carries an assortment of products, including parkas and cold weather outerwear, lambswool sweaters and the brand’s Kånken backpack.
The holiday campaign, which is currently running in print, digital, broadcast and regional out-of-home advertisements, was shot in lakeside Puerto Montt, Chile. The creative concept was produced by the brand’s internal team and shot by photographer Daniel Blom and videographer Ian Rugby. Outfront Media produced the billboards in New York.
Photo courtesy Fjällräven North America
