Fjällfil is a brand of yoghurt and sour milk from the northern part of sweden. To promote the new exotic flavours of sour milk for 2015, Cloudberry & Birch sap, we went to Swedens highest mountain for a tasting. We made 5 films that ran on YouTube & Facebook. The series had over 3,2 million views. And their followers on social media increased by 30%. And we met 17 persons on Kebnekaise that got to sample Fjällfil.

Copywriter: Adam Strandberg. Art Director: me. Production company: Thelma & Louis.

People actually got fired buying this campaign…

King were asked by Ikea Germany to create that years TVC to promote their midsummer sale - usually a pretty forward gig that a couple of other Swedish agencies had done before, with mostly cosy Ikea-ish TVCs. We went a different route with Traktor - rest is history, in both a good and bad way. Still the one film that resembles what I imagined my script would look as a finished product the best. Jawohl!

B2B Bonanza. The target group for this campaign was extremely niched. “Small businesses owners that want to develop their affairs, but lack the funding”. Traditionally advertising towards business owners features good-looking models, posing in flashy offices, always smiling and boasting about their own success. With Ikano Bank we chose to focus on the feeling of being too small in the world of business. Instead of regular models, a group of one-year-old babies were dressed in costume made business suits and adult wigs. Also worth mentioning is that the campaign reached ROI within 1 week.

“When everybody zigs, zag” as some old dude in business once said.

Four films from swedens most well known and long-running advertising concept. I have worked on a total of something like 50 TVC’s, writing the scripts and overseeing all those crazy graphics/prices being tracked in the film. It was a LOT of online editing involved in making them flawless.

Actually me and David Ljungberg were the first to get to shot a film outside of the studio. The “Pripps Blå” beer pastiche with a fake Tomas Ledin song (horrible Swedish singer-songwriter). But since that costed so much the rest of the spots in that shooting period (you usually do 6-7 spots per week/shot with ICA) got really boring since they were only dialogue based and cheap to make with fixed angels, no rolling dollys. But it was totally worth it imho - that one is actually one of the spots people remember still, like 100 years later (oh well, it’s actually 13).

Funny anecdote is that the truck driver in the storyline - “Lill Micke”, from Traktor fame (Jukka brothers), almost drowned on the shot. He told everybody that he could swim - but as everybody learned the hard way, especially he, he couldn't. That’s why you always must have rescue divers when shooting commercials at sea. Well, maybe not a funny story, more like memorable. #walkingdownmemorylane

”Life is what happens to you while you’re busy making other plans” is a quote from John Lennon. That pretty much was our creative concept for SPP pension funds. This film was directed by Andreas Nilsson (if you haven’t heard is old band Silverbullit you’re in for a treat) just before he got famous with some old karate movie star doing a split on two trucks.

Copywriter: Björn Schumacher. Art Director: Me.

We wanted to portray the kind of crazy feverish dreams you sometimes have. “Dreams are fun to have, but don't depend on the bank to solve them. A bank is only a bank”.

Oska Bård did an amazing job on directing these ads. And we also won some Midas/NY Festivals awards for these ones (actually all metrics and goals for the campaign were checked as well).

Copywriter: Kristin Bergem. Art Director: me. Director: Oskar Bård/Hobby Film Photography: Alexander Crispin

Västerbottensost sells cheese. Funny thing is that nobody knows why the cheese tastes the way it does. They have even sent the stuff to NASA to get an answer, but nobody knows. We created an forum for their customers to post their own theories, or almost conspiracy theories - some of them are super crazy and out there. The content we got was perfect for us, nobody could even try to come up with crazy stuff like that if you tried.

But regarding the origin of the unique taste? We got none the wiser.

Copywriter: Staffan Ryberg. (Staffan was actually my teacher at Berghs and is a hell of a funny dude and copywriter) Art Director: me.

RFSU are a non-profit organisation, independent of party politics & religion that works for an open, positive view of sex. They sell condoms and other products, offer sexual information and much more. A super cool liberal organisation that we got to make an campaign for. Based on the simpel brief "sex is fun - portray that". So we went "buskis" as we say in Sweden with this outdoor campaign. Heavily inspired buy old “soft porn” movies like “The postman always comes twice”. Photography: Andreas Sjödin. Art Directors: Alexander Elers, Patrik Reuterskiöld and me. Copywriters: ...none!

Very local messages for the south of Stockholm vs the north of Stockholm. Sport is no joke for some people, I don’t really get into it - but they sure did. Honk honk honk!

Boxer sells TV and broadband through their spokesperson Robert. Robert has been around since the last century - so a bit fun to inherit an advertising figure/mascot that is so established and try to make something worthwile/fun.

We made this film for Ikano Banks social media channels. The brief was to activate their loans. So we created a concept called "Trial Loans" - mening that we offered a chance to loan something before you actually loaned money to buy the thing. The idea was to offer contextual relevant objects that typically Ikano Banks customers would loan to, like a jacuzzi, a summer house, a 80s Porsche etc. Creatives: Kristin Bergem & Eric Falk. Director: Jonas Helgeson/Thelma & Louis.

A couple of films we did to explain to the swedish market that Burger King now also serves hot dogs, and how you eat them.