- McCann 2015 -
Lantmännen is one of the largest groups within food, energy and agriculture in the Nordic region. It's owned by 29,000 Swedish farmers and has 8,000 employees. In 2015 the company made one of its biggest changes in history – a new farming method for wheat which reduced its carbon footprint by 20%.
The first actual product to be launched from this new farming method was Lantmännen owned Kungsörnen's new wheat flour. To launch both the new product, as well as communicate Lantmännen's new environmental friendly initiative, we created a short 3D animated film about how we, today and together, can shape the future.
Swedish version of the film on the bottom of the page.
- Acne Advertising 2014 -
Campaign for Swedish realtor Svensk Fastighetsförmedling and the new communication concept "Koll på läget" (rough translation: knowing the situation). But since the situation (market, styling, sellers, buyers e.g.) is always changing and evolving, we wanted to show – or rather to prove, that Svensk Fastighetsförmedling constantly explores new ways to know and understand their customers better.
Therefore, we created "Visningskollen" — an experiment that shows what potential buyers are interested in when looking at an apartment. With eye tracking glasses from Tobii Technology we could get accurate data on what different people looked at the most, at first sight, and in what order.
The campaign included a web film, an interactive campaign site, radio commercials, and posters that were put up in the realtor's 230 stores around Sweden.
Swedish case film on the bottom of the page.
- Prime 2013 -
The client(s) – Visit Sweden, Business Sweden & The Swedish Institute, wanted to promote Sweden and strengthen the image of Sweden abroad as a creative country in order to attract talent, tourism and investments. The goal of the campaign was set at an earned media reach of 24 million on global market.
In 2011 Sweden was ranked as the world’s most creative country due to its high levels of talent, technology and tolerance. And tolerance, which was defined as openness and diversity, is where Sweden stands out the most. A small country as Sweden has always been dependent on adopting new ideas from the surrounding world, and it is even more important today in order to stay in the creative forefront.
Our strategy was to prove that being open to new perspectives and a diversity of ideas are crucial for creativity to flourish. So we launched the platform Democreativity.com, a collaborative tool designed to create ideas and build on others’, aimed to inspire creators all over the world.
Democreativity was promoted by media, by ministers, at global conferences, by universities, and opinion leaders. Total media reach was 147 million and the project received well over 500 game ideas from 126 countries.
2014 European Excellence Awards Nominee
2014 Spinn Awards Digital of the Year Silver
Mikael used to be a photographer and has shot everything from flashy fashion and ambiguous indie, to album covers and iconic portraits.
2010 Rookies Hjälper Rookies, Galleri So Stockholm, Sverige
2009 Sweden Hall, Photomania festival Kaliningrad Oblast Russia
2009 Museum of Contemporary Art Vitebsk, Russia
2008 Museum of Modern Art Minsk, Belarus
2008 Planket 08 Stockholm, Sverige
2008 Nyans 2008 Stockholm, Sverige
2008 Centrum För Fotografi (CFF) Stockholm, Sverige
Visit site to see more photo work.
On the side, Noak loves creating music and has produced sounds for H&M, JC Jeans & Clothes, Social democratic party e.g., and in 2011 he was awarded the Ted Gärdestad scholarship for the song Kom hit.
- McCann 2015 -
We Effect is an aid organization that works for a world free from poverty. But with low awareness and with an aging group of doners, our task was to create a digital campaign for a new, much younger target group, that would raiser awareness and create engagement.
Many youngsters don't really have that much money to donate, but what they do have is a strong digital presence, large social networks and a will to do good (and to show their friends just how good they are). So we decided to focus on their social currency rather than monetary.
Instead of buying media (that we couldn't afford) to push our message out (to a target group we didn't know how to find), we let the youngsters tell each other about We Effect. We created digital volunteers.
With one Facebook banner and some help from bloggers and PR, we got over 150 applications for this newly created "job". And based upon the applicants' motivation, social network size and digital presence, we picked out our top 20.
During the 4 weeks that followed, our volunteers would get a weekly story taken from one of We Effect's operations. Their task was simply to share the story with as many friends in their own social networks as possible.
In return for spreading the word, our volunteers were given the opportunity to proudly show their friends and family on Facebook (with a unique profile picture badge) and future employers on LinkedIn (put it up as volunteer work), their good deeds and social commitment.
At the end of the trial, our digital volunteers helped We Effect reach a whole new target group, and with an organic reach of 180.000 people, this first stage of digital volunteers (out of many) turned out to be an effective way to engage the youngsters and raise awareness.
Case film in Swedish
- Berghs SoC 2013 -
In 2013 The One Show Student brief was to create a digital activation idea for the non-profit organization Pencils of Promise which works for every child's right to an education.
The goal of the campaign was to raise one million dollars. But rather than focusing on a few large donations, we focused on micro donations. And a lot of them. With a low threshold (using only your smartphone) and a strong incentive to participate, we created a virtual classroom with one million seats to fill.
2013 One Show Student Awards Bronze Pencil
2013 One Show Student Awards Merit: Integrated Branding Campaign
2013 One Show Student Awards Merit: Online Ad
- Acne Advertising 2014 -
The brief was to create a global key visual for ABSOLUT OAK – a whole new darker kind of vodka that's rested on oak barrels.
The visual needed to be instant and simple enough to understand at a quick glimpse, yet sophisticated enough to fit the brand promise and the new product's exclusivity.
- Berghs SoC 2012 -
In-between our two study years at Berghs, we wanted to spend the summer interning at an agency abroad.
We skyped with Ali Alvarez, Creative Director at The Brooklyn Brothers in London, and she told us that she's a big fan of craftsmanship and integrated work. Our application became a hand printed letter, which we tracked online just to send her this little film the same day the letter was set to arrive.
And yes, we got the internship :).