Sweden – Campaigns of the World

Activision: Call of Duty – Moment of Truth

COTW — Thu, 03 Dec 2020 07:15:08 +0000

Gamers worldwide have been counting down the days to the release of the new Call of Duty: Black Ops Cold War. In Sweden, Activision decided to launch a local campaign ‘Call of Duty – Moment of Truth’ aimed at those who enjoyed playing video games but didn’t necessarily identify themselves as hardcore gamers.

The gameplay takes place during the final years of the Cold War. An era where information was considered a vital asset and polygraph tests were a common way to get hold of it. The Swedish advertising agency Stendahls came up with the idea of using famous artists and influencers and putting them in a situation that most celebrities are familiar with – Q&A sessions. But what started as ordinary celebrity interviews, soon became Cold War interrogations.

Moment of Truth is a series of films where influencers are brought to a secret underground interrogation room, connected to a lie detector and made to answer questions from their followers – all asked by a Russian agent.

Credits
Brand: Activision
Product: Call of Duty
Campaign: Moment of Truth
Advertising Agency: Stendahls, Gothenburg, Sweden
PR Specialist, Activision: Stefan Bonnevier
Nordic Senior Brand Manager, Call Of Duty, Activision: Siri Jansson
Chief Creative Officer: Martin Cedergren
Copywriter: Mikael Andersson
Art Director: Alexander Skoglund
Copywriter: Anton Eriksson
Art Director: Viktor Eriksson
Account Director: Anna Lotto
Film Editor: Jimmy Svensson
Strategist: Ludvig Asgarden
Client Director: Jacob Stjärne
Production Company: Fanny & Alexander

This campaign is about:
Call of Duty – Moment of Truth, Digital Film, Gaming Campaign, Best Product Marketing

Bye Bye Bicycle: The Spotify Parenthesis

COTW — Tue, 01 Dec 2020 03:49:43 +0000

Indie band Bye Bye Bicycle needed to advertise the release of their new comeback EP. But how do you do that on indie band budget? You rename all of your old music by adding parenthesis to the titles on Spotify! As the first band ever Bye Bye Bicycle updated their song titles to include information and teasers about their comeback. They are turning their old songs and albums into ads for their new ones!

Credits
Advertising Agency: Milk, Gothenburg, Sweden
Copywriter: Anders Malm
Art Director: Niklas Olovsson
Copywriter: Anders Holmström
Art Director: Andreas Bergendahl
Designer: Fanny Öhlund
Project Manager: Gabriella Moberg

This campaign is about:
Indie band, Music, Digital Campaign, Spotify parenthesis

Asket: The Impact Receipt

COTW — Mon, 02 Nov 2020 07:26:58 +0000

The Impact Receipt by campaign and brand activation by Swedish creative boutique Strays encourage consumers not to buy new clothes.

Consumption is growing by double digits every year. And 60% of all garment’s sold are thrown away with in a year. This is a massive problem as the fashion industry is one of the most resource-intensive industries on our planet.

To highlight this and start a conversation on the topic, Strays created a new kind of receipt for Swedish menswear brand Asket’s new campaign. The receipt, named The Impact Receipt, reveals the full environmental impact for the brands’ garments. And unlike lofty promises of sustainability, the receipt gives you the hard facts of garment production. The data were calculated with the help of RISE (Research Institutes of Sweden) and took over two years to collect since it spans the entire production chain for each product.

The Impact Receipt campaign is not just about the PR and social media ads telling people how we can’t stop our war to sustainability. From spring 2021 The Impact Receipt will be a new standard for Asket, and each sold garment will be accompanied by a receipt showing the specific garments environmental footprint. The hope is to restore the value of clothes and, in the end, make people buy less new clothes.

Credits
Brand: Asket
Advertising Agency: Strays, Stockholm, Sweden
Photography: Fredrik Augustsson
Creative: Carl Michael Ulfstedt
Creative: Arvid Gradin
Creative: Christofer Weider
Creative: Frida Berlin
Creative: Josefin Inge

Do Black – The world’s first credit card with a carbon limit

COTW — Tue, 13 Oct 2020 07:58:15 +0000

Doconomy launch the world’s first credit card with a carbon footprint limit, Do Black. The launch of this premium card marks the first milestone in the support that Doconomy provides to the UN Climate Change secretariat (UNFCCC) to encourage global climate action. Do Black not only helps users track and measure CO2 emissions associated with their purchases but also puts a limit to the climate impact of their spending.

Doconomy, a Swedish fin-tech startup for everyday climate action, has worked with Mastercard to develop this revolutionary tool for consumers wanting to act against climate change. Do Black also invites the user to offset their carbon footprint through projects meeting the criteria of United Nations certified green projects. Put, the first card ever to prevent consumers from exceeding their limit, not based on credit, but on levels of CO2 emissions caused by their consumption.

“We all need to come to terms with the urgency of the situation and rapidly move towards more responsible consumption,” said Doconomy CEO Nathalie Green. “With DO Black there are no more excuses.”

“Through our collaboration with the UN Climate Change Secretariat and MasterCard, DO will enable people to do their part to contribute to the carbon-reduction goals of 2030 and onwards,” added Green.

This campaign is about:
Global Climate Action, MasterCard, Doconomy, Air-Ink, Cannes 2019 winner, Product Design, Brand Utility, Sweden, Europe, Design, Digital, Technology, Financial Services, Public Awareness, Award-Winning, Creative Commerce, Innovation

Pressbyran: Without the whole picture – Print Advertising on World Press Freedom Day

COTW — Sun, 06 Sep 2020 05:43:29 +0000

Pressbyran teamed up with Sweden´s leading newspaper, Expressen to focus on World Press freedom day.

The Challenge:
For a dictator in a country with low literacy, a single picture can be a real threat, therefore every year, news photographers around the world are threatened, injured and killed in the line of work. It is a severe threat to the free press. It is also a threat to the photograph itself as a vital source for trustworthy, impartial and powerful news reporting.

The Solution
Sweden´s leading newspaper, Expressen, and the largest distributor of papers and magazines, Pressbyrån, joined forces on World Press freedom day in collaboration with the now world-famous photographers Nick Ut, Nilüfer Demir, Jeff Widener and Richard Drew.

The Result
On press freedom day, these ads were published in the newspaper to highlight the importance of having a photographer in place at the right time, or the rest of the world will never know what happened. In some sense, these pictures have changed the world and made a stand for the photographers and the photograph itself as a vital source for impartial and powerful news reporting.

Credits
Entrant Company: Åkestam Holst NoA
Creative: Johan Landin
Creative: Filip Laurent
Creative: Erik Nordenankar
Creative: Julia Sebesteny
Account Manager: Bella Lagerquist
Client Director: Jesper Ander
Strategist: Karl Wikström
Creative designer: Kenna Magnusson
Creative designer: Sara Bellafesta
Entrant Company: BKRY
Graphic designer: Jens Broman
Client: Pressbyrån
Marketing Dept.: Lennart Schultz
Marketing Dept.: Madeleine Berglund
Marketing Dept.: Amanda Mompalao de Piro
Client: Expressen
Client: Reportrar utan gränser
President: Erik Halkjaer
Director/Head of Operations: Anna Widmark
Title: “Without the Whole Picture”
Product: Convenience store/Newspaper
Advertiser: Pressbyrån/Expressen

Tags:
Sweden, Media, Pressbyran, Åkestam Holst

Reebok To Go – The first rentable sneaker service

COTW — Thu, 07 Nov 2019 05:48:55 +0000

Reebok To Go – The world’s first sharable shoe-service

Reebok – a brand that believes in the power of moving (that sports can change lives) – is now launching Reebok To Go, an alternative to the e-scooters, and the first rentable sneaker service ever. Why ride when you can use your feet? With Reebok To Go, there is no excuse. Reebok To Go works similarly to rental scooters. The shoes are equipped with a QR-Code you can scan with your phone. Once you have entered your details, it’s just a case of putting them on and away you go. The soles of the shoes also have a GPS tag so that each pair can be tracked on a map. Reebok To Go is a reminder of the importance of getting your daily exercise. If we can get more people to rediscover their feet through this initiative, that would be a step, well many steps, in the right direction.

Major European cities like Stockholm are being invaded by electric scooters. They have become immensely popular but are also creating debate and are currently a hot topic in the news. Some hate the scooters, but others love them. The main arguments for the scooters have been hard to argue against. Not only are they a fast and cheap alternative to cars, but they are also electric (sustainable) and contributes to less congestion on the roads. However, recent research in Sweden shows that only 2 in 100 journeys replace cars. In almost all other cases, the scooter replaces people walking. So, even though its still faster, it is not cheaper or more sustainable. And, more importantly, it contributes more people moving even less, which in turn affects people’s health. And recent statistics from the WHO show that fewer and fewer people get enough exercise.

Credits
Brand: Reebok
Advertising Agency: M&C Saatchi, Stockholm, Sweden

Tags:
Sweden, Fashion, Reebok, M&C Saatchi, E-scooters, Rentable Sneaker, Rental Scooters, QR-Code, GPS, Technology, Innovation, Tech News, Electric Scooters

Say goodbye to billboards – ambient advertising is here to take the throne

COTW — Sun, 20 Oct 2019 07:16:36 +0000

Our surroundings are a breeding ground for out-of-the-box thinking. They are the canvas upon which creatives paint their imagination. For instance, to a layman, a brook is nothing more than a body of water, but to Alfred Lord Tennyson, it was a poem. Even though it is true that traditional forms of advertising exist inside a well-known framework, there has been an influx of new disciplines within this creative pursuit that achieve their goal by defying conventions. One such form of advertising is ambient advertising. By definition itself, any form of advertising that exists in a medium where it is not expected to be can be termed ambient advertising.

In some of the most innovative displays of this advertising style, creatives have materialized their vision by attaching their ads onto everyday objects. For instance, IBM’s Smart Ideas for Smart Cities campaign turned a public bench into a poster. In yet another example of ambient advertising, an Indian ad agency turned escalator-steps into pages of a hairstyle catalog for a hair salon’s marketing campaign. Another offbeat advertisement of the same category advocated the dangers of air pollution on the walls of an industrial building with a smokestack.

Such advertisements work by catching their target audience off-guard, thereby grasping a bigger portion of their attention compared to traditional marketing campaigns.

Here are some concrete examples of the decade’s best ambient advertising:-

Netflix gave a body to Italy’s most iconic middle finger

La Casa de Papel tells the stories of modern-era Robin Hoods specialized in taking over symbols of financial power. To celebrate the launch of the third part of the show, Netflix did just the same.

Two days before the official launch, Milan woke up to discover that the statue of a 15mt high, red-hooded thief had taken over Piazza Affari: the seat of Italian financial power. It did so by turning the giant middle finger created by visionary artist Maurizio Cattelan, placed right in front of the Italian stock exchange, into its hand.

The night before the launch, the takeover of Piazza Affari was completed with a public premiere screening of the first two episodes of the third part, surprising more than 5000 enthusiastic fans gathered in front of the statue.

During the whole official launch period, from the 18th and to the 22nd of July, more than 57.3K posts have been published, generating over 1.6 million interactions.

NRDC.org: Air Pollution Kills 60,000 People a Year

IBM – Smart Ideas for Smarter Cities

The Inaccessible Transit Shelter

We made a transit shelter completely inaccessible by closing it off with glass. The headline ‘Feeling Left out?’ was quickly paid off with the copy “Over 400,000 Torontonians living with disabilities do, too.’

Juice Salon – Escalator

Nike | Giannis Antetokounmpo: Mt. Olympus

McHive – The World’s Smallest McDonald’s

Some of McDonald’s restaurants in Sweden have beehives on their rooftops. The initiative started locally but is now growing. More franchises around the country are joining the cause and have also started replacing the grass around their restaurants with flowers and plants that are important for the wellbeing of wild bees. To celebrate the initiative, which is part of McDonald’s Swedens sustainability work, we created what could be the world’s smallest McDonald’s – a fully functioning beehive.

Charicycles – Stories In The Sand

At Charicycles, they believe that everyone should have access to a healthier life through cycling. And more importantly, access to do so in a safe way. Their new initiative, Stories in the Sand is a step in that direction.

Tags:
Netflix, La Casa de Papel, Publicis, Italy, ambient advertising, Canada, Public Interest, NGO, Centre for Independent Living, The City of Toronto, Netherlands, Sports, Nike, Wieden + Kennedy, Sweden, Food, McDonald’s, DDB, Charicycles, Wunderman, Stories In The Sand, IBM, Ogilvy, France

Dear Condom II – RFSU Calls for More Open Communication During Sex

COTW — Wed, 11 Sep 2019 12:13:30 +0000

To highlight the importance of communication during sex, the Swedish contraception brand RFSU(Swedish Association for Sexuality Education) is launching an explicit interactive film ‘Dear Condom II’ that shows the naked truth – literally – of what young people are thinking in the heat of the moment.

The interactive short film shows an intense and heartfelt meeting between two people. The story is told through their thoughts, and the viewer can switch between each person’s perspective – from the first nervous move at a house party through to passionate sex by a lake.

The thoughts voiced in the script are based on real interviews with young Swedes, revealing questions, concerns and insecurities about sex that many would never dare to communicate.

“Having insecurities when it comes to sex is such a common thing – but many are scared to share them because it means they have to show vulnerability. By portraying – in a raw and honest way – that no one is alone in having these thoughts, we hope that we can give more people the courage to share them and start the dialogue,” says Anette Otterström, Nordic Brand Manager at RFSU.

The campaign, created by the Stockholm-based agency House of Radon, is a part of the long-term initiative “Dear Condom”. It launched in 2018 to encourage condom use by portraying condoms in authentically sexy contexts and by sharing people’s unfiltered positive and negative views towards them. Despite being predictably blocked by internet giants like Facebook, Instagram, and YouTube, the campaign spread rapidly, making condoms a hot topic across Scandinavia and earning the campaign numerous national and international awards.

“Condoms are not a clinical, necessary evil that you should use because you have to. Rather, they are a statement: a way to show that we respect and care for ourselves and other people. Dear Condom is about amplifying that message and shifting the conversation about condoms – from being the subject of stigma and prejudice to become a provider of freedom,” says Alexandra Arvidsson, Copywriter/Creative lead at House of Radon.

At dearcondom.org, RFSU is providing concrete tips and tools on how to practice better communication during sex. To support the campaign, several artists and influential profiles have shared their own “secret sex thoughts” on Instagram, accompanied by the hashtag #DearCondom.

To tackle the risk for message blockage in social media, Dear Condom is also going analog through movie posters along the streets and inside youth clinics in several cities across Sweden. It will also be shown both on and off-screen at cinemas.

About RFSU  
RFSU is a non-profit, non-governmental organisation without party-political, trade union or religious affiliation. We run projects and programs to promote access to sexual and reproductive health and rights — both in Sweden and inter- nationally. RFSU plays a leading role in shaping the political agenda on gender equality (as well as SRHR) in Sweden and internationally. In addition, RFSU runs a company, RFSU AB, that makes and sells condoms, lubricants, sex
toys and pregnancy tests. RFSU AB has produced this campaign.

Credits
Campaign: Dear Condom II
Advertising Agency: House of Radon, Stockholm, Sweden
Actor: Peter Lundhall
Actor: Gabriella Engdahl
Hair And Make Up: Soley Astudottir
Stylist: Sofi Gregersdotter
Set Designer: Johan Broome⁣⁣⁣
Grade: Miles Lembke⁣⁣⁣
Sound: Ponytail⁣⁣⁣
Music: City Father
Director Of Photography: Albin Sjödin
Lead Developer: Furkan Bayraktar
Designer: Christoffer McKie
Paid Media: Oliver Powers
Paid Media Strategist: Christopher McClaren
Designer: Andreas Knutsson
VFX & Motion: Leo Köhler
Editor: Petrus Lidbeck
Editor Lead: Anton Nicolau Noren
PR Lead And Creative: Johanna Lindberg
Project Manager: Frida Sarachu Nilsson
Account Director: Maja Haraldsson
Producer: Erik Skånmyr Hero
Director: Marcus Lundin
Creative Lead & Copywriter: Alexandra Arvidson

Tags:
Integrated Campaign, Sweden, Public Interest, NGO, RFSU, House of Radon, Dear Condom II

Stampen Media launched a social experiment – Visible Thoughts

COTW — Tue, 10 Sep 2019 10:19:48 +0000

Stampen Media – Visible Thoughts

Fake news, fast news and filter bubbles are big challenges within todays media landscape. They all create a narrower, twisted view of our world and have led researches to warn against growing prejudice in our societies.

The solution, they say, is unbiased and well-researched journalism.In order to create awareness of the growing prejudice in our society and the polarisation that it inevitably leads to, Stampen Media launched a social experiment in Gothenburg, Sweden called Visible Thoughts.

During the experiment, people off the street were invited to sit down on a chair placed in the middle of a shop-window, exposed both to passers-by and people following the event online. People were then able to label the person in the shop-window by answering a set of questions – knowing nothing about them bar their appearance.

The answers were projected in real time in the shop window and online.

Over 6000 people took part in the experiment. It not only created awareness around the subject in Sweden, it made people realise how lack of knowledge feeds our prejudices. Because only real knowledge and a better understanding of the world we live in can prevent us from keep judging each other.

The goal of the campaign was to start conversations around prejudice and to encourage people to want to get to know one another, outside of their own bubble. If we can make people realise that we all carry prejudice, we can also increase tolerance for what is considered different.

Credits:
Client: Stampen Media
Agency: Stendahls, Gothenburg, Sweden

SoundCloud – An Opioid Victims Remix

COTW — Mon, 22 Jul 2019 10:59:57 +0000

Campaign: SoundCloud – An Opioid Victims Remix

Brief
Create an innovative idea that raises awareness of opioid overdose.

Idea
Opioids are normalized through the music genre SoundCloud rap. Last year the young artist Lil Peep died of an overdose and was mourned by the music industry. Our idea is to let Lil Peep’s songs end with a voiceless minute. A minute of tribute for every lost opioid victim on the day of his death.

The piece was created solely for the purpose of the 2018 YOUNG ONES Competition and was not commissioned by the client.

Credits
Brand: SoundCloud
Campaign: An Opioid Victims Remix
Advertising School: Berghs School of Communication, Stockholm, Sweden
Copywriter: Simon Magnusson
Art Director: Victor Lindkvist
Designer: Alvin Marelius

Tags:
Digital, Sweden, Health, Music, Berghs School Of Communication, An Opioid Victims Remix

IKEA turns a 2X2 Magazine ad into a medium for pregnancy tests! – IKEA Pee Ad

COTW — Sun, 07 Jul 2019 03:23:00 +0000

IKEA is a champion when it comes to grabbing attention from the media and public with its clever, relevant, and creative campaigns. IKEA Pee Ad only reaffirms this which is a part of Ikea’s ongoing “Where Life Happens” theme for domestic advertising. Also, just recently its ‘ThisAbles’ campaign won Cannes Lions Grand Prix. What’s more commendable is the fact that it won in Health and Wellness Category despite being a furniture retailer. Wow! How cool is that!

Now, coming back to IKEA Pee Ad that ran in Sweden urging women to pee on the ad to know if she is pregnant or not. If she is then the ad reveals a hidden text showing a discounted rate on a baby crib. Åkestam Holst is the agency behind the idea and Mercene Labs behind the tech for the ad. Just so you know, they tested the tech and ad multiple times with pregnant women’s urine samples. We feel this is such a cool, private (without making women feel uncomfortable) and interesting way to offer an affordable solution to pregnant women.

The Fanager | GAIS Football club lets fan be the coach

COTW — Fri, 08 Feb 2019 15:00:11 +0000

To help sell season tickets Swedish elite soccer team GAIS let a fan coach the team. It was during a local rival derby that the worlds first Fanager took place in the dugout.

Season ticket holders could apply to the position as the Fanager. One lucky fan got the chance to coach the team for one game during the season.

Breaking the barrier between fans and the club increased season ticket sales with 21.9 % And proved that soccer is a team effort where players and fans win and lose together.

Credits-
Advertised brand: GAIS Football club
Advert title: The Fanager
Advertising Agency: Milk, Gothenburg, Sweden
Art Director: Niklas Olovsson, Andreas Bergendahl, Kristofer Salsborn
Copywriter: Anders Malm, Anders Holmström
Photographer: Mikael Göthage, Johannes Berner

Additional credits:
Project Manager: Marcus Aggfelt
Key Account Manager: Anna Reynold

NORD DDB Stockholm’s Helmet Hair shows that style and safety can go hand in hand

COTW — Thu, 27 Dec 2018 04:49:18 +0000

NORD DDB Stockholm, Sweden’s Helmet Hair is a brand that kids would love to wear as a style statement and in the process stay safe. We think it’s a great idea to have helmets that look like hair. It’s because a large portion of children who are treated for injuries do not wear helmets. And more so find helmets embarrassing as they get bullied for wearing them. So, a helmet that looks like hair and a cool toy aims to solve both these problems in one go.

The helmets are claimed to be soon on shelves. We think that such cool looking helmets would encourage kids to wear them and make parents of these kids heave a sigh of relief for having to care less about their kids’ safety on road. However, we don’t know how much of a big difference it will make to the bullies. Perhaps, they will also like to wear their favourite helmets and appreciate those who wear them too rather than bullying them. Maybe!

The prototype that they had created and launched on the web had received a warm response from the media and the internet community. Their first model was “The Bob” along with many more hairstyles to come like “The Monk.”

Credits
Advertising Agency: NORD DDB, Sweden
Chief Creative Officer: Andreas Dahlqvist
Art Directors: Simon Higby, Clara Prior Knock
Designer: Elin Jansson
Brand Identity/Packaging Design: Andreas Johansson, Anna Lisspers
Producers: Tomas Wall, Haris Badic
Working Prototype: Roger Davis

Tags:
NORDDDB, DDB Stockholm, DDB Worldwide, NORD DDB Stockholm, Sweden, Personal Accessories, Helmet Hair, Clio Awards, Bullying, Packaging Design, Technology, Safety, Innovation

Max Burgers puts a new spin on the cheese placement debate with Green Emojis

COTW — Sat, 23 Jun 2018 02:23:32 +0000

Max Burgers is a name analogous in Sweden with the best burgers out there. Not only is this food corporation one of the favorites in the country, but it is also among the oldest. Well, given the brand’s enormous reach, instilling inclusiveness in their menu makes sense. As of now, Max serves many vegetarian hamburger options for people who like making environmentally friendly choices. Max Burgers’ latest stance on the recent cheese placement debate between Apple and Google has pushed it to the limelight. The brand’s Green Emojis Project is a perfect example of how a sharp-witted response can steer a conversation in a new direction.

As detailed in the promo created by ACNE, Sweden, Max Burgers gave its two cents to both the tech giants by making a Twitter post. The brand suggested not to fight over where the cheese in a burger should be, and to instead shift the public eye to environmental concerns. With the aid of the Twitter post, Max Burgers invited people to try their Green Emoji pack. The kit is currently available for download at the Apple App Store as well as the Google Play Store.

We feel that the Green Emojis campaign by Max Burgers coalesces a simple idea and a tidy execution. The overwhelming response by the public speaks for itself!

Client: Max Burgers
Campaign: Green Emojis
Agency: ACNE, Sweden
Country: Sweden

This Article is about:
Digital, Sweden, Food, Max Burgers, Acne, Green Emojis, Digital Campaign, Social Media

Experience the 3D song at your Audi A4 dealer

COTW — Thu, 23 Jun 2016 13:47:57 +0000

The new Audi A4 is equipped with a unique 3D sound system from Bang & Olufsen. To highlight the advanced sound qualities Audi has made a collaboration with the Swedish electronic music duo Cazzette and the singer Laleh. Together they have created the worlds first 3D song to be released exclusively in the new Audi A4. The song Blue Sky have been adjusted and mixed to the 19 individual speakers of the car to create a first of it’s kind 3D sound experience.

Credit
Brand: Audi
Advertising Agency: Åkestam Holst, Sweden
Creative Director: Magnus Jakobsson
Art Directors: Michal Sitkiewicz, Eva Wallmark
Copywriter: Rickard Beskow
Account Manager: Jennie Strinnhed
Business Director: Niclas Holm
Producer: Henrik Adenskog
Motion Directors: Nisse Axman, Eric Karlsson
Graphic Designer: Anna Forsberg