Client
When
Category
AWARDS & RECOGINITION
SVENSKA DESIGNPRISET [PEOPLES CHOICE] / EUROPEAN EXCELLENCE AWARDS [GOLD] / SABRE AWARDS [GOLD X2] / SWEDISH CONTENT AWARDS [SILVER] / SVENSKA DESIGNPRISET [NOMINATION] / SWEDISH CONTENT AWARDS [NOMINATION]
Intro
Tibber's offer was resting on a simple idea: pay for what's fair, electricity by the hour, not by a fixed monthly rate. The catch is that pricing structures feel abstract until they hurt or help your wallet, and the absence of an active energy crisis meant most people weren't paying attention. The brief was to make hourly pricing something you can actually relate to.
Challange
When prices are low and headlines are quiet, electricity contracts are the last thing on anyone's mind. We needed a way to make Tibber's promise tangible and shareable in everyday life, without relying on a crisis to do the explaining. The work had to translate a financial mechanism into something you could feel in a few seconds standing on the street.
Process
We built a neon-lit hot dog stand whose price followed the actual spot price of electricity in real time, from 54 SEK at peak hour to -3 SEK at night. Same sausage, same recipe, wildly different price. My role spanned concept, art direction, 3D, design, animation, and music production. I modelled the cart in Blender to plan the build, pre-visualise the paint job, and design the physical signage, working closely with the rest of the team to make sure the digital and physical expressions felt like one piece of work.
Results
The stand sold 984 hot dogs in two days against a goal of 400, generated 1 million video views and a 27% increase in engagement. The work picked up wins at European Excellence Awards Gold, Sabre Awards Gold (twice), Swedish Content Awards Silver, and was voted People's Choice at Svenska Designpriset.
