Dreams
of Christmas

As Christmas approached, we were tasked with positioning Nordstan as the obvious destination for families looking to feel the season’s magic. The challenge was to capture the atmosphere, warmth and togetherness that define Christmas, and shape it into a clear message that made Nordstan the starting point for the holiday spirit.

Our solution was to let children define Christmas themselves. We collected their dream-Christmas drawings and used early generative AI to transform them into vivid visual worlds. These creations became the heart of Nordstan’s campaign – appearing in digital ads, billboards and across the entire center. A Christmas built on imagination.

For Nordstan, authenticity meant involving the local community. That’s why the casting call became part of the campaign itself – inviting real Gothenburg children through social media to share their Christmas drawings and take part in the process. It created genuine engagement, but it also set the pace for the project.

Once the casting call went out on social media, the campaign was essentially live – and production had to virtually run alongside it. Casting, filming, gathering artwork, generating AI visuals and producing all assets had to move quickly enough to stay in step with the public response.

Building on the children’s dream-Christmas worlds, we created a design system that extended the campaign across all of Nordstan’s communication. Exaggerated imagery and playful typography formed a unified expression, making every piece feel anchored in the same imaginative universe.