Artipelag – An Artsy Anniversary

Artipelag is an art museum of high international acclaim located in the Stockholm archipelago. When they celebrated their 10th anniversary, they asked Sweet to help spread the word. As part of the jubilee, Artipelag presented the biggest exhibition yet: Anselm Kiefer’s monumental body of work Essence-Eksistence.

Instead of telling people why they should visit Artipelag, we showed them. We let the art speak for itself as we showered Stockholm city, art magazines, and newspapers with Kiefer’s art. The campaign ran as digital marketing, print, in social media, as a branded bus, and at Liljevalchs’ Market Art Fair. As icing on the cake, we produced all the communication for the grand opening night.


Anselm Kiefer (born in 1945) is a German painter and sculptor. His art is heavy, both literally and figuratively speaking. A concrete palm tree and an eleven meters wide painting were two of the massive pieces presented at the exhibition. The repertoire explores Germany’s post-war identity and history by mixing art and literature, painting, and sculpture. As an artist born during the closing months of World War II, Kiefer seeks to process the past by shining a light on controversial issues.