Give the finger to tradition and get what you love. Valentine’s Day campaign made together with Klarna.


2020 is a leap year and according to tradition, the leap day 29th of February is the only day women are ‘allowed’ to propose to their man. But times have changed. Thankfully.

The absurdity of this tradition is something Klarna, the fintech company with the aim to empower customers in shopping decisions and life, wanted to address in their Valentine’s campaign.


Together with celebrity fashion stylist Bea Åkerlund, Klarna set out to design a symbol to empower everyone to propose on their terms. Just like Klarna enables everyone to make decisions and shop on their terms.

For this, Klarna asked OKTO to support them in the campaign production. We asked ourselves: What would a smoooth proposal look like? And how about the ring that helps you to pop the question?

Klarna billboard
Klarna fullpage
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In close collaboration with Klarnas’s in-house team, we developed the conceptual story, messaging structure and campaign copy for the #getwhatyoulove campaign. We explored different activation ideas, and managed the ring production.

On February 9th, it was announced that Bea Åkerlund had designed a limited edition ring collection to give tradition the finger. The collection, consisting of “The Knight’s Finger” and “Unification” was exclusively launched at Hypebeast's HBX.

Five days later, on Valentine’s Day, Lady Gaga joined in – and the rest is history.

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  • PR Creatives: Julia Klyvare & Amanda Lindgren
  • Art Direction: Jesper Hellzén
  • Campaign Production: Klarna in-house

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