Cannes Contenders: Sweden

IQ Ruset

It still fascinates how me how such a simple premise – creating entertainment for an audience using the channels they prefer, in this case TikTok – is a novelty in this industry. IQ and [agency] Abby really cracked the code on this one and it's the first of its kind. I’m looking forward to seeing more of these and hoping they become more natural in style. 

IQ's campaign, Ruset, is Sweden's first drama series on TikTok and explores complex alcohol-related topics affecting young people.

Husqvarna Rewilding Mode

Sweden has always delivered innovative ideas and this is a brilliant example of that. It is also a great illustration of what can be created when an agency and client are so aligned. 

Stockholm City Mission Before It's Too Late

Full disclosure, this is one of ours. So yes, I am 100 per cent biased, but we're so proud of it. It has resonated with a large audience and once again is a great example of the power of merging a brilliant concept with exceptional craft. 

Lantmännen A Bun is Born

A very local one, so not sure how well it will be received internationally, but a great one with many layers. It references an iconic cover for a Swedish book and also humanises an agricultural cooperative while conveying the circle of life and the role that brands can play in that.

Above: Nord DDB's print ad for Lantmännen buns references the cover of Lennart Nilsson's 1965 book A Child Is Born, drawing parallels between the origins of human and crop life. 

Pressbyrån Cinnamon Bun

Now this may be just because I love cinnamon buns, but I do like this. The execution and craft is what elevated a fun idea into something that made the French news.