Ahead of the fourth season of Masked Singer, Malaco asked us
to create an engaging campaign with their butterfly logo in the spotlight.

We had the only logical idea: the Butterfly had to be a contestant on the show. But since TV4 had already finalized the lineup of masked participants, we turned it into an ongoing story about the Butterfly doing everything possible to join the show. The adventure included everything from its own outdoor campaign to an unofficial fan meet-and-greet backstage, which didn’t go exactly as planned…

The campaign, however, was a success, earning a Silver at the Swedish Content Awards and a nomination at the Nordic TikTok Awards 2024.