Klarna enlists artist Ignasi Monreal for Discover the Truth campaign

Buy now pay later big hitter, Klarna, has teamed with Spanish artist Ignasi Monreal for a campaign which invites UK consumers to discover the “truth” about the brand.

Klarna, which earlier this year launched an OOH campaign in the UK that addressed calls for regulation of the buy now, pay later space, says that over the past few years it has seen a rise in the number of misconceptions about the company.

Monreal has therefore created a series of seven murals - each based upon a misconception seen online or in the media.

In a world of misinformation, it is time to set the record straight! We've created 7 mythical paintings inspired by the most common misconceptions about Klarna in the UK & are inviting you to discover the truth 🧞: https://t.co/wYS4v0f205 pic.twitter.com/6LdRIAS4QO
— Klarna (@Klarna) May 12, 2021

People can enter a mythical world online and play a mythbuster challenge or visit the murals located in London, Manchester, Liverpool and Birmingham.

In London, consumers can check out a mural in Shoreditch or Notting Hill and scan the QR code within the painting. They will then be directed to a digital gallery and become virtually immersed into the paintings.

For each artwork, a mythbuster challenge is posed and the answers are hidden within the visuals inside of the painting. Consumers who take part in the game have the chance to win a prize.

AJ Coyne, Head of Marketing at Klarna, comments: “Transparency is everything to us and for too long misconceptions have existed about our brand, so we decided the best way to address this was head on and invite consumers to discover the truth.”

“Given the ridiculous nature of the myths, we decided to create some epic mythical paintings and display them proudly across the UK.”

“That said, a traditional media approach is not sufficient to change behaviour, so instead we’re inviting consumers to debunk in real-time via our interactive experience and discover the truth for themselves.”