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backgrounD
ICA is one of Scandinavia’s leading grocery chains. Since 2001 they have broadcast a commercial series about a grocery store and the people who work there. The characters have become extremely popular and the commercials have won several national and international awards.
After 349 recorded commercials, ICA wanted to test a new concept… allowing viewers to be in the commercial and congratulate shop manager, Stig, on his birthday…
The Web
On the campaign site, you can take a photo of yourself with a web camera or upload a photo from your computer. The photo is pasted onto one of the characters in the commercial, and thanks to an ingenious 3D-application, it looks like you are in the film.
You can send the finished film to friends with the heading, “Look! I’m in an ICA commercial”. Once you have made a film it is also possible to check out bloopers from “your clip”.
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