If anyone knows how much difference a great location can make, it's Skanska Fastigheter, which offers office spaces in prime locations all across Sweden. In the print advertising category, where communication often tends to stay within conventional boundaries, we wanted to be disruptive and play with the format by actually demonstrating the value of a better location. Skanska Fastigheter therefore let the shoe company Cinnamon Skor, which was originally supposed to advertise in a small, less visible space further back in the newspaper, receive a more advantageous placement with a full-page ad near the front instead. In the ad space further back, where Cinnamon Skor’s ad was meant to be, we redirected readers back to the full-page ad and reinforced our message once again: it’s all about location, location, location!
