Midjerösskan
In order to raise money to women and children in need of aid and shelter, one of Sweden’s biggest podcasts – Skäringer & Mannheimer – announced a competition. They were looking for creatives to design the packaging for their so-called Fuck-off-kit.
Insight
We knew that we needed to create something more than a traditional box in order to stand out in the competition. We also wanted to create something that would last and that would align with the podcasters’ feminist basic principles.
Idea
We created Midjerösskan – a bum bag that lives on for a long time and leaves the hands free for the person who wears it. The word Midjerösskan is a play on one of the podcasters famous sayings and the fact that we created a wearable package for the kit, made it serve as a walking advertising sign for the podcasters and their message.
Impact
We won the design competition and put Midjerösskan to production. When launched, it created a massive amount of mentions in social media and sold out in four hours. Three women’s and girl’s aid organisations shared the profit. Concretely, the project resulted in school materials for children, more direct support to young people with mental illness and anxiety and acute aid to refugees in Greece.
