Will Cannes Have a Swede Smell of Success?

IKEA Pee Ad

This ad by Åkestam Holst is already claiming fame, not just here in Sweden but also on the international awards circuit. It’s a campaign that will help expectant mothers to purchase furniture at a cheaper rate [if a pregnant woman pees on the ad a discount is revealed using similar tech to pregnancy testing kits]. It’s a brilliant way of making traditional print hyper contemporary. And it’s the perfect idea for this brand, to be there when life starts. I am sure it will do well in Cannes this year.

Adobe The Original Brushes of Edvard Munch

This is my favourite campaign to come out of Sweden this year. [Created by agency Abby Priest] it gives people the opportunity to use the same brushes Edvard Munch used some 70 years ago, but in a digital format. 

Folkopera, Turandot First Come, First Served

I am cautiously optimistic about this one. Yes, it’s one of ours, but I think it’s a really clever way of making people become a part of the brand at a time when it’s so hard to get anyone to commit. By connecting people’s climactic moments in the bedroom to an opera about passionate love, we encouraged opera-lovers to be able to access a sell-out show. It was fun, but it also worked.