Our challenge

Morsø is a Danish manufacturer of wood-burning stoves.
Their products are beautifully made to impeccable quality standards. However in true Scandinavian style, their advertising was minimalist and a little cold. It was very ‘product’ orientated and lacked the genuine emotion that customers the world over feel for their Morsø stove.
We were asked to turn up the warmth

Our work included
Morsø - Warming up Morsø 1
Morsø - Warming up Morsø 2
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Our Solution

Our approach was to create a series of ‘Morsø moments’ that sat under the campaign ‘Every stove has a story’. Each communication tells of a Morsø stove touching a different person’s life to become something much more important than just a feature of their home.

The stoves are still the hero of the advertising. And the room sets, the models and the photography continue to reflect the brand’s Scandinavian roots. But the emotional attachment that’s so important to the product experience is now conveyed far more eloquently. So consumers can imagine the difference a Morsø could make to their own home.

The campaign appeared in national press, online and at point-of-sale in Morsø stockists. Cloud 9 was responsible for all elements of the work, including:

  • Advertising strategy
  • Copywriting
  • Location photoshoot
  • Model sourcing and management
  • Set and model styling
  • Photo retouching
  • Media buying
  • Advert design and artworking
  • Effectiveness evaluation
Morsø - Warming up Morsø 6
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