Fair share

06.02.2017 The Sharing Economy : Advertising : Coop
The Incubator Party by Coop and ANTI, Norway

Norway – Creative agency ANTI has created a mini-series for Coop that challenges consumers’ perceptions of the sharing economy.

  • The series comprises two short films that play on the brand’s history and values
  • The campaign is designed to appeal to a younger demographic and reminds viewers about the viability of the brand’s business model

The Next Big Thing and The Incubator Party ironically reposition Coop’s long-standing business model as something new and innovative.

The films centre on a start-up company in Silicon Valley that creates a seemingly revolutionary business model. What the entrepreneurs do not realise is that the model has existed for more than 150 years. In one scene, an investor congratulates the team on creating an idea that will make him millions, only to discover later that all profits are shared equally between staff.

‘Coop is perceived as stout and outdated, especially among younger consumers,’ ANTI said in a statement. ‘When we developed this concept, we wanted to make the ownership model relevant to our time and pack it into a corresponding modern idiom.’

The Big Picture

Brands are developing tongue-in-cheek campaigns that avoid the use of marketing clichés to reconnect with consumers. To find out more, read our Anti-authenticity Marketing macrotrend.

You have 2 free News articles remaining. Sign up to one of our membership packages from just £100 a month.
View Subscription Offers Sign in

What do we use cookies for?

We use cookies to enable the use of our platform’s paid features and to analyse our traffic. No personal data, including your IP address, is stored and we do not sell data to third parties.

Learn more