LIVES AT SEA
ICA Maxi Värmdö in Collaboration with SSRS Värmdö (Swedish Sea Rescue Society)
ICA Maxi Värmdö is a proud sponsor of the Swedish Sea Rescue Society on Värmdö, whose station is located on Djurö. They have a long and solid collaboration with each other where ICA both sponsor and let SSRS Värmdö have various events nearby the store to spread knowledge and attention about their important work. To convey this even more to customers, ICA Maxi had an idea to profile the entire deposit room in favor of SSRS Värmdö. They also double every penny that customers themselves choose to donate to SSRS Värmdö through bottle recycling.
In the process of branding and creating a bigger knowledge around SSRS Värmdö along with bottle recycling at ICA Maxi Värmdö, our ambition was to produce a unique sound identity that captures the feeling of marine life and serenity you get at sea. In order to reach everyone, old and young, we created not just one, but three unique soundtracks. One that serves as ambient sound in the room, one that acts as a rhyme for children to sing along with and the last one is based on an authentic recording of an emergency call and the handling of this.