Coop.Deals on Everything Possible and Impossible.

January is tough on the wallet. So for Coop Östra’s January campaign, we skipped the usual parade of products and price tags and focused on what a good deal can actually make possible.

With AI-generated imagery, we created unexpected worlds where everyday savings opened the door to both possible and impossible things. A different take on retail communication that stood out in a very offer-heavy month. And it got people talking. The campaign sparked a nationwide conversation about AI and creativity in advertising, with coverage continuing months after launch. Not bad for a January deal.