Entering the US, Klarna focused on distinct subgroups instead of chasing mass awareness. In New York, that meant dog owners – and a quirky but very real challenge soon appeared
In the New York City subway, the rule is simple: if your dog fits in a bag, it rides with you. The result? A wave of creativity – and plenty of frustration for New Yorkers.
If it fits, it sits
So together with Klarna, we decided to fix it. The solution: a custom shopping bag that lets commuters legally bring their four-legged friends on the subway – even if it’s a St. Bernard.
Designed by Martin Bergström and sold through Rescue Dogs Rock NYC, all proceeds from the Doggy Bags helped abandoned dogs find new homes.
Enter the Mountain
To help spread the word, we brought in devoted dog lover and World’s Strongest Man Thor Björnsson – best known as “The Mountain” from Game of Thrones (If you’re curious about his meal plan, drop me a DM).
The campaign transformed a local subway ban into a global brand idea, while introducing Klarna’s new U.S. shopping app, which became the #1 trending app in Google Play that fall.
