The Swedish Armed Forces - You Have What it Takes
Research shows that many young women in Sweden believe that basic military training is too hard for them. We decided to prove them wrong, by showing that they do have what it takes, and that they showcase it every day in their daily lives. Just not in the ways you’d expect.
…But what about TikTok?
We also created three unique stories where our characters showcased military qualities within a social first environment.
In fact, people liked it so much that our ads got stolen.
This campaign was awarded a Gold in Guldägget, a Bronze in Cannes Lions, and a Gold in Strategy Awards.
And here’s the whole case study in case you want to learn more.
Director: Torbjörn Martin & Viviana Figueroa.
Copywriter: Johan Leborg.
Art Director: Fredrik Simonsson.
Creative Director: Josephine Wallin Ankarstrand.