WORK
WORK
Save the Children
Translation:
Headline:
Every twelve seconds, an astronaut dies of starvation.
Sub:
With your gift, we can save more children and their dreams for the future. Donate now to 902 00 33.
Brief: Develop Save the Children’s communicative concept “Here and now for the future” in a way that creates a strong sense of urgency to donate immediately.
Insight: The devastating statistics about children affected by conflict, poverty, and disasters fail to convey that the lives lost are also small dreams that never get the chance to grow.
Solution: By replacing the word “children” with the most common future dreams children have, we create a new understanding of how bright the lights are that are extinguished by the harrowing statistics Save the Children reports. This approach also emphasizes that your donation saves not only the children’s lives in the here and now but also their dreams of who they want to become in the future.
Merit: Diploma in the print category at the Swedish Guldägget Awards.
Amnesty Norge
Translation:
Dear Minister of Justice Monica Maelard,
Sex without consent is rape
Brief: Mobilize Gen-Z to protest against Norway’s outdated consent laws.
Insight: During the Russebuss season, everyone wears overalls that are often decorated and signed with names, doodles, stickers, and notes.
Solution: With a simple sticker, we turn the overalls into a walking petition. After a month of celebration, we display the overalls outside Norway’s government buildings as an impactful OOH installation and a real name petition.
Merit: Gold in the student category at Gullblyanten.
Lay’s
Competition: Create a 360 campaign for Lay’s chips.
Insight: It’s hard to come up with good excuses for staying home and eating chips instead of hanging out with friends. But who’s great at arguing?
Solution: A fictional law firm on Twitter/X that argues your case for you.
Merit: Bronze Pencil at Young Ones, Gold in the student category at Gullblyanten.
Absolut Vodka
Competition: Create something for Absolut Vodka that genuinely communicates that their product is not meant to cure or alleviate mental anxiety or illness.
Insight: Absolut’s bottle design is based on an old-fashioned pharmacy bottle.
Solution: What if we took a bold step that every marketer would hate? Absolut.
Merit: Gold in Young Glory.
A non smoking generation
Competition: At the start of the pandemic, A Non Smoking Generation wanted to create a campaign highlighting how vaping increases the risk of spreading COVID-19.
Insight: Gen-Z is overrepresented among vape users. One thing true about Gen-Z is they don’t want to listen to companies telling them what to do—they prefer to “cancel” companies that try.
Solution: We got Gen-Z to “cancel” themselves by creating a fake company, Vapehype.com.
Merit: Gold in Young Glory.
Satisfyer Pro: Next Generation
Proactive Print: Market the new vibrator, Satisfyer Pro: Next Generation.
Insight: The orgasm gap: Heterosexual women report "usually" or "always" reaching orgasm in about 65% of their sexual encounters. For men, the number is 95%.
Solution: Maybe the best way to close the orgasm gap between men and women is to remove men entirely?
If you look closely at my right side, you might catch a glimpse of a cauliflower ear. It’s that little bastard’s fault that I became a copywriter.
A few years ago, after an MMA session, a friend told me about Berghs. “Writing sucks, but being creative sounds fun,” I thought. I applied, got in, was surprised to find writing fun, and a week before graduation, I was hired as a Swenglish copywriter at B-Reel in Stockholm, and after 3 years, I recently joined Borgowilli, where I am now. (ヅ)
Since then, I’ve created award-winning campaigns with amazing colleagues for brands like Save the Children, Activision Blizzard, Storytel, Stokke, and more. I’ve also crafted student projects that earned me the title of 2020-2021 Overall Champion of Young Glory, winner of Norway’s Gullblyanten in the student category, accolades at The One Show, and—somewhere around here—I should mention being nominated for Guldägget in the print category. All of it, thanks to too many rounds in a sweaty basement.