| Category | Promo & Activation |
| Subcategory | Sponsorship or partnership |
| Entrant agency | Saatchi & Saatchi Norway |
| Client | VG |
| Brand | VG |
| Product/service | VG chess coverage / sponsorship |
| Release date | 17.11.2014 |
| Other agency | Morten Borgestad |
| Creative director | Øyvind Waage |
| Interactive art director | Christopher Køltzow |
| Copywriter | Mads Rønold |
| Art director | Snorre Martinsen |
| Account director | Håkon Fretheim |
| Chief/senior account director | Jon Fredrik Sandengen |
| Account director | Patrik Bergfjord |
| Account director | Nanna Grønli |
| Art director | Joe Langdon |
| Account director | Rune Sandnes |
| Digital art director | Torfinn Sundem |
| Digital art director | Almir Busevac |
| Art director | Linus Hjellström |
| Art director | Ulrik S. Larsen |
| Website | http://en.magnusgenseren.no/ |
If you’re going to watch chess for hours, why not knit a sweater in the process? Norway's biggest newspaper VG, wanted to reach a wider audience with their online coverage of the 2014 world chess championship, and give people a way to support Magnus Carlsen. For all knitters, chess fans and everyone in between, we created a digital knitting tool on vg.no, fully integrated with the live coverage letting you knit and follow the game at the same time.