Check with Sellpy First
A behavior shift, disguised as a nudge on the shoulder.
That was the starting point for Check with Sellpy first—a quirky campaign designed to reframe how people approach consumption without demanding perfection. Instead of asking consumers to quit buying new full stop, we introduced a softer, more achievable action; Check second hand – Sellpy – first.
The concept was developed between myself, copywriter and CD, shaping an idea built on a clear insight: lower the threshold and change feels possible. That thinking informed everything—from narrative to tone to visual expression. At the center of the campaign is Sellpy’s signature blue hand. A playful, slightly surreal guide that appears out of the blue, in everyday shopping situations. Nudging, rather than interrupting. It became our key visual device—instantly recognizable, flexible, and strong enough to carry across all channels.
The visual identity moved across a full 360° rollout — TVC, VOD, social, OOH and DOOH across multiple European markets and a wide target audience. Director Andreas Öhman with animation team at Naive translated the concept into film while I ensured the tone, pacing and visual storytelling stayed true to the idea and communicated with the animation team through development as well as with casting, edits, original soundtrack and sound design.
Throughout the process, I oversaw deliverables across channels, maintaining consistency while allowing for format-specific adaptations. From OOH to fast social cutdowns, every execution was made to feel cohesive, clear and character-driven.
The result is a campaign that makes sustainability feel easy—built on a friendly reminder.
read article about CWSF
A behavior shift, disguised as a nudge on the shoulder.
That was the starting point for Check with Sellpy first—a quirky campaign designed to reframe how people approach consumption without demanding perfection. Instead of asking consumers to quit buying new full stop, we introduced a softer, more achievable action; Check second hand – Sellpy – first.
The concept was developed between myself, copywriter and CD, shaping an idea built on a clear insight: lower the threshold and change feels possible. That thinking informed everything—from narrative to tone to visual expression. At the center of the campaign is Sellpy’s signature blue hand. A playful, slightly surreal guide that appears out of the blue, in everyday shopping situations. Nudging, rather than interrupting. It became our key visual device—instantly recognizable, flexible, and strong enough to carry across all channels.
The visual identity moved across a full 360° rollout — TVC, VOD, social, OOH and DOOH across multiple European markets and a wide target audience. Director Andreas Öhman with animation team at Naive translated the concept into film while I ensured the tone, pacing and visual storytelling stayed true to the idea and communicated with the animation team through development as well as with casting, edits, original soundtrack and sound design.
Throughout the process, I oversaw deliverables across channels, maintaining consistency while allowing for format-specific adaptations. From OOH to fast social cutdowns, every execution was made to feel cohesive, clear and character-driven.
The result is a campaign that makes sustainability feel easy—built on a friendly reminder.
read article about CWSF
Sellpy, creative dept.
Elisabet Lindén, Art director
Ida Colliander, Copywriter
Philip Arvidson, Creative director
Emma Lubrano Lavadera – Project manager
Helen Eriksson – Still photography
Naive, production company
Andreas Öhman – Director / DOP / colorist
Signe Falk – Producer
Akram Mahmod – Assistant director
Tage Wikander – Production design
Anna Göransson – Stylist / HMUA
Jens Siverstedt – Composer
Hugo Lundgren – Sound design
Robin Jonsson – Online editor
