I follow the sun

All light on the sunflower in Artipelag's outdoor campaign

The sunflower is known to follow the movement of the sun from morning to evening. To draw attention to Artipelag's exhibition I Follow the Sun, Sweet created an outdoor campaign based on the behavior of sun flowers.

I Follow the Sun is a collective exhibition that deals with the role of the sunflower in art. Works by Nordic artists such as Carl Larsson and Lena Cronqvist are shown alongside international names such as Emil Nolde, Ai Weiwei and Anselm Kiefer.

The Kulturtavlan on Gustav Adolfs torg stands out, literally. A sunflower made of metal leans straight out, 45 degrees from the top edge of the culture board. The metal flower creates a sharp shadow that moves across the yellow background during the day. On the poster next to it, passers-by are invited to visit Artipelag and I Follow the Sun.

To get an idea of ​​how the shadow would move, Sweet did a solar study. The study became the basis for the design of the sunflower as well as the exact location and angle.

- The exhibition is called I Follow the Sun and we wanted to find a way where our campaign followed the pattern of the sun. The result is a ridiculously simple solution where the shadow becomes the motif of the exhibition's protagonist, the sunflower, says Daniel Rösth, CEO at Sweet.

The sunflower was drawn by the design team at Sweet and was specially ordered for the campaign. To achieve the razor-sharp contours, the flower was milled out of metal.

The installation is part of the campaign for I Follow the Sun which is currently visible on billboards, in digital channels, print, podcasts and the subway.