Maggie by Kakan

Client: Emilie Thulin at Forsbergs Skola
Role: Copywriter, Artist and Designer
Brand Activation. Copywriting. Identity.
Maggie by Kakan is a beauty cream brand owned by Kakan Hermansson, offering high-quality products based on her expertise. The assignment was to create a brand activation through the use of TikTok and another channel to attract new target audiences and increase brand awareness while finding a distinct brand voice and personality.
I was extremely inspired by Kakan's personality and statements. I proposed an activation divided into two campaigns, Universal Skin and Pondus, using her own voice recorded from her audiobook Hela Kakan (Bonnier, 2016). I selected segments where she encourages self-acceptance and presence.
Location: Stockholm, 2025