A
 

ICA


ICA is Sweden’s largest grocery store chain. Each store with a different owner. About 12 years ago we wanted to dramatize that, being the unique feature of ICA. The solution was a series of ads portraying the everyday life in a store starring store owner, Stig, and his staff. Today, more than 450 episodes later, the concept is still going on strong, featured in Guniess book of records for longest running ad series, awarded with various prizes and with a considerable fan base.


 
5


Meetballs & herring - 2001, week 51

 
5


Hooked on a feeling - 2002, week 2

 
5


Breakfast - 2002, week 4

 
5


Kung Fu - 2002, week 16

 
5


Ahold Lifestyle - 2002, week 40

 
5


2003, week 5

 
5


Roger escapes - 2003, week 25

 
5


Artist - 2003, week 44

 
5


Lars' first day - 2004, week 43

 
5


Photoshoot - 2004, week 47

 
5


Christmas - 2004, week 52

 
5


Horst's Indian restaurant - 2005, week 43

 
5


Horst's fruit dept - 2005, week 44

 
5


Horst's Staff room - 2005, week 46

 
5


Silent movie - 2005, week 45

 
5


Pasquale's entrance - 2006, week 34

 
5


Pasquale's testimonials - 2006, week 36

 
5


The Naked Chef - 2006, week 37

 
5


Pasquale vs Sebastian - 2006, week 38

 
5


Flying skewers - 2007, week 19

 
5


Distraction - 2007, week 26

 
5


Ulf has gone too far - 2007, week 30

 
5


Hiring Cindy - 2008, week 44

 
5


Man to man - 2008, week 50


Related projects