Instead of hurrying to start things off for 2025, Axel Arigato, based in Sweden, prefers to take it easy and enjoy the relaxation that the New Year often brings. This leisurely approach is reflected in their first campaign of 2025, titled “At a Snail’s Pace,” which serves as a refreshing restart following the bustling year of 2024. The concept for this campaign features oversized snail shells, symbolizing a deliberate and unhurried pace.
As we step into 2025, I aimed to inject a dash of excitement and intrigue into our campaign. January symbolizes tranquility, serving as a pause before the bustling months ahead. The image of snails persistently lingered in my mind – these creatures embodying patience and contemplation. My concept was inspired by the nostalgic memories of my childhood, where I would craft miniature universes within shoeboxes, carefully preserving seashells and small trinkets. – Jens Werner, Creative Director at Axel.
The clay and jesmonite sculptures of seashells, called “Slow Runners”, were created together with artist Jon Buck, a longtime collaborator. These sculptures are positioned throughout an otherworldly landscape within the colorful shells. Accompanying them are unique sleeping bags that have antennae decorations.
Collaborating with Jon Buck, we took his imaginative concept and turned it into a real-life haven for our visitors to relax in following the hustle and bustle of the holiday season.
Flip through Axel Arigato’s “At a Snail’s Pace” New Year campaign in the gallery above.
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2025-01-07 19:26