When your phone crashes or computer breaks down, it’s not always the product you care about losing the most. Our digital memories and personal content cannot be bought again. But still, 24% don’t backup their digital content. Elkjøp, Scandinavia’s largest retailer of home electronics, wanted to highlight this issue. Besides tech products, they also offer services that can help you store your digital content in a safe way. But for those who already lost something important, Elkjøp helped out in an unexpected way. By recreating the lost content again, for real! 

 This spring, Elkjøp launched ‘Project Recreate’ and began the search for people who had lost something irreplaceable.

 After tips from the public, they found Mie, Fredrik and Martin - and surprised them by giving them a chance to create their content again. Mie who lost her pictures from a life changing pilgrimage in Spain, returned to El Camino to take that iconic picture again - on the same mountain peak. 

13-year-old car lover Fredrik from Norway lost his mobile video capturing the first time he got to ride in his dream car. So Fredrik got to ride that Ford Mustang again with his friend Sindre in the backseat.

And Martin from Sweden, whose whole desire for creating music disappeared when his hard drive crashed. He got to recreate his favorite song ‘Exit Truth Enter Reality’ along with musician and idol Patrik Arve from Teddybears STHLM. 

Eddie Hernandez, Nordic marketing manager at Elkjøp, said: “While Elkjøp is mostly associated with gadgets, we are more than things. The wonderful world of technology is at our fingertips every day, and has become such an integrated part of our everyday lives. While the things we buy get smarter and smarter, we are not always able to catch up. From the thousands of daily interactions we have with our customers, we have seen how the consequences of forgetting to do small things like doing regular back-ups, and handling our gadgets with care have become so much bigger. This is what we want to convey with this campaign.”

The project is part of Elkjøp's concept More Than Things and is developed by Swedish creative agency NORD DDB and the films are produced by B-Reel.