What do you do when you’re given the opportunity to pitch a campaign for one of the most iconic shopping centres in the country?

You pitch. You pitch for dear life.

This year marks 40 years since the doors opened to what was at one time the largest shopping centre in the Nordics. Over the years, ITIS has become an undeniable symbol of progressive inclusivity in the capital: unapologetically bringing together people from all walks of life within its walls.

At Dirty, we know that spaces can shape lives and there are few that mean as much to so many as ITIS. So, when we were asked to craft a concept for the brand’s 40th anniversary campaign, we immediately got to work.

Ultimately, ITIS Head of Centre Management, Christoffer Jansén, cited “the exceptionally creative concept that Dirty presented as well as a shared vision of the importance of this particular year for ITIS” as the key reasons for finally choosing Dirty over the other competing agencies.

As the collaboration between Dirty and ITIS kicks off, we’re more excited than ever to create something truly remarkable in the build up to the Grand Opening of the renovated space. As an added bonus, we’ve also been tasked with designing an exceptional new brand for the new ITIS kauppahalli/market hall – still currently under construction.

Keep an eye out for this collaboration as the year progresses.

It’s going to be a big one.