Swedish charity Stockholms Stadsmission (Stockholm City Mission) is raising support for homeless people in Stockholm this Christmas with a print and outdoor campaign reminding readers what Christmas traditions can be like for someone without a home. Ever since the 1800s, the Swedish have baked gingerbread around Christmas. Another old Christmas tradition that is thousands of people celebrate Christmas in homelessness each year. For them, a night in the cold or waking up in a stairwell can be as much a tradition as Donald Duck, mulled wine and julklappsrim (boiled rice pudding) is for others. Stockholm City are working day and night, year round, to break this Christmas tradition. Gingerbread, chocolate buttons and frosting are used to create a bridge, a trailer and a bench, symbolizing the cold realities for many over Christmas. “Hjälp oss att bryta en gammal jultradition!” is translated in English as “Help us to Break an old Christmas Tradition”. “Text the word HOME to 72900 and donate 50 SEK to our work for the homeless.”
The Christmas Tradition campaign has been extended to Peppar Kakshus, the annual Gingerbread House exhibition hosted by Stockholm’s Museum of Architecture. This year’s exhibition theme is “I’m home now! – To be at home or unsupported “. As usual, the exhibition is also a competition entered by professional pastry chefs and architects, children and “others who like to bake”. The three “homes” featured in the advertising campaign are on display at the exhibition. Visitors to the museum are given an opportunity to make a contribution to Stockholm City Mission.
The Christmas Tradition campaign was developed at Garbergs Reklambyrå, Stockholm, by creative director Petter Ödeen, art director Mattias Dahlqvist, copywriter Hampus Mattsson, photographers Bohman + Sjöstrand, graphic designers Jacob Frisk and Roger Ranft Blomqvist, digital director Magnus Hällstén, production manager Birgitta Samuelsson and project leader Pernilla Berg.
The gingerbread models were designed by architect Eva Grane and pastry chef Roy Fares.