CREATIVE CONCEPTS
CREATIVE CONCEPTS
Ballerina – The Swedish Police – OLW – Mekonomen – Polarbröd
NEED A BIG IDEA that WORKS OVER TIME?
I develop brand-building concepts rooted in insight, audience and purpose. From full campaigns to one-off activations, I create ideas that stand out, tie back to the brand and come to life with sharp, on-point execution.
BALLERINA – MUNDERBART
[Brand strategy and communication concept]
Ballerina is Sweden’s most iconic cookie — but it had become the forgotten guest at the fika table, something you’d grab from grandma’s pantry.
Our challenge: Make people fall in love with Ballerina all over again, and introduce its new product range.
Our solution: A bold reintroduction, complete with a brand-new word and a launch campaign packed with sweet, irresistible explosions.
Result: The best-performing campaign — and the highest sales increase — in the brand’s history.
TVC
BALLERINA IN A TUBE.
Ballerina’s filling is great But it would be even greater to add as much as you’d like, so we released the hazelnut filling in a tube. That’s Munderbart.
THE SWEDISH POLICE – VÄX MED EN STÖRRE UPPGIFT
[Recruitment strategy and communication concept]
The Swedish Police needed to fill more seats at the academy and reach a broader, more diverse pool of candidates.
Our insight: Many strong candidates held back, wrongly believing they had to be "perfect" to even apply.
Our solution: A campaign that celebrated the uniqueness of every police officer, showing that while the challenge is big, it's one you grow into — at the academy and throughout your career.
Result: A record number of applications during the next enrollment period.
TVC
OLW – LIVET MED EN NYPA SALT
[Brand strategy and communication concept]
OLW’s "Fredagsmys" was a cultural hit — but it started selling the whole snack aisle, not just OLW. Competitors soon surpassed them in sales and brand awareness.
Our mission: Bring OLW back to the center, with a platform true to their playful, life-loving spirit.
Our solution: A colorful world that celebrated taking life (and snacks) a little less seriously.
Result: OLW reclaimed the top spot in both brand tracking and sales.
TVC
MEKONOMEN – LITE SNACK, MYCKET VERKSTAD
[Brand strategy and communication concept]
Mekonomen needed to shift focus, from their stores to their workshops, and tackle declining trust in the auto repair industry.
Our mission: Reinforce Mekonomen’s leadership by showing they’re all about action, not talk.
Our solution: A communication concept rooted in honesty, launched through a campaign where a film crew struggles to shoot commercials while the real work carries on.
Result: Excellent brand and campaign tracking, outperforming previous campaigns.
TVC
Polarbröd – mackman
[Campaign concept]
Polarbröd wanted help to launch their new product Sund & God towards families.
Our insight: It’s in the name. Healthy for the grownups, tasty for the kids.
Our solution: A retro visual world where the round bread becomes Pacman. But instead of chasing sweets, it’s craving greens. And of course we launched an actual game.
Result: Outstanding campaign tracking with record liking and brand recognition.
