Weaver workshop with carl hansen & son

Danish heritage brand Carl Hansen & Son is founded on honest materials and true craftsmanship. To build this brand message to an Australian audience, Cult and Carl Hansen & Son presented a series of weaver workshops in June 2015. I managed a campaign around these workshops which included a social media competition to win a Wishbone chair.

weaver workshop series

Cult welcomed Benny Hammer Larsen, a master weaver who has worked with Carl Hansen & Son for more than 20 years and now focuses specifically on weaving the Wishbone Chair’s signature seat. We hosted intimate workshops across the Cult showrooms where Benny exemplified his weaving technique, and Sales Director of Carl Hansen & Son presented the history of this heritage brand.

social media competition

The second element of our campaign was a social media competition where guests were encouraged to post photos on instagram using #winawishbone. Out of the 232 posts the weaver from Carl Hansen & Son, Benny, selected his favorite photo, posted by Brendan Guy from Thomas Hamel & Associates. We ended the campaign with a visit to Brendan's home in Potts Point Sydney and made a blog post, showing how he had place the Wishbone chair in his home. Our campaign generated 253 posts and 3,795 likes over the course of 10 days.