Atlantsolía
The Cheap Campaign
About the project
The cheap campaign of the gas station chain Atlantsolía was based on the idea that their fictional marketing manager, Rakel Björg, designed the ads herself with the goal of keeping the costs low, and therefore allowing the company to the keep their gas prices low.
The output of the campaign was consciously plain and in accordance with that approach, some would even go so far as to call it... ugly. By the end of the campaign, the story evolved so the marketing manager eventually gave up on the mounting pressure and brought back the ad agency and the voice of Atlantsolía, well-known Icelandic comedian Saga Garðars.
Goal
The timeline of the campaign was both lively and interesting, as the company received many comments from the public regarding the look and quality of the advertisements. First and foremost, the goal of the campaign was to bring attention to the consistently low prices of gas at Atlantsolía. Therefore, we thought it would be appropriate that the ads would be cheap – or at least, look like they were cheap.
Design
The marketing material was made to look like it was created by a self-taught designer (Rakel the marketing manager), and either created in Microsoft Paint, cobbled together with screenshots or even just written down in the Notes app. In addition to the visual ads, we ran radio ads with deliberately bad audio, bad voiceover and bad copywriting.
Conclusion
Ugly is not always bad.
Reaction
The campaign did not only caught widespread attention, people also had deep worries about the decisions of the supposed marketing manager.
The end and the beginning of the campaign.
Rakel Björg the marketing manager decides that she will create the marketing material to keep costs low.
In the end, she texts Saga, the voice of Atlantsolía, to come back to the brand.
Next project
@ Hér&Nú 2025
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