Gothenburg’s
Best Dressed

Nordstan

Integrated Campaign
2023

Dragster Kommunikation:
Client Services: Emil Gustavsson
Production manager: Sofia Ek
Creative Director: Daniel Johansson
Copywriter: Peter Danielsson
Designer: Filip Svanström

Production:
In-house

A More Engaged Nordstan

Nordstan wanted to feel more open, welcoming, and inspiring to everyone, while also shifting away from negative media perceptions. The goal was to connect with the people of Gothenburg and show that style and fun can happen anywhere.

Style for Everyone

To shift the conversation and make Nordstan feel truly approachable, we put the spotlight on the people of Gothenburg themselves. Instead of awarding the usual “best dressed” celebrity or influencer, the campaign invited anyone to nominate and vote for stylish individuals they admired.

By giving the public the power to nominate and vote, the campaign celebrated real, everyday fashion, encouraged engagement, and positioned Nordstan as a lively, inclusive hub where style and fun is for everyone.

Making it Happen

The campaign was more complex than it might seem. It started by inviting the people of Gothenburg to nominate their best dressed, creating a democratic starting point. A jury then selected a final lineup that reflected the city’s style in all its variety.

From there, the finalists were produced into a city-wide outdoor campaign and rolled out across placements throughout Gothenburg. Traditional media had to move at a social media pace. As they took over the streets, voting happened simultaneously on social — connecting channels and keeping the conversation alive throughout.