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Let’s be honest. Where do we enjoy music most? Definitely in the car. Where else is it possible to sing full-throatedly without getting one’s attention?

I guess, that’s what the winning team of the fifth SPICE competition had in mind too when they competed to package the digital music service Spotify. Their pop-up store made from BillerudKorsnäs material and designed for use in petrol stations has won the top prize.

The idea of Spotify Road Trip has completely met the brief. It expploits the fact that petrol stations are not simply places to refuel, but also environments where customers purchase items to make their car journey more pleasent.

The members of the team Sofia Göthlin, Richard Holmquist, Sofie Redtzer and Malin Strömblad had admit that they were ’a bit puzzled by the brief”. “How could we make a physical packaging for a digital service? It really forced us to think outside the box,” says Holmquist. However, acccroding to the jury, causing themselves quite a headache had born fruits as the concept comprises a clear idea, is addressed at the right target group and can be distributed in an easy way.





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Still, even the other concepts where brilliantly executed and might be realised too in the future. As per the managers for the project, Jimmy Nyström, Business Development Director, BillerudKorsnäs and Jon Haag, Corporate Innovation Manager, BillerudKorsnäs. the event has reached a new level: “The students have worked really hard for six weeks and are presenting concepts that are fully up to the standard of what’s provided by creative agencies. We’re impressed!”

This year’s SPICE:14 competition – a collaboration between BillerudKorsnäs and Berghs School of Communication – was the fifth to be held, and it has expanded from a competition for Berghs student to being an integrated part of the Sustainable Packaging Design class at the school. Find more information here:

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