Svana!

Since 2018, we are the lead agency for The Nordic Swan Eco label and through a number of campaigns we have helped them move their brand from a rational brand position to a more emotional one. The starting point has been that 7 out of 10 Swedes say they want to lead a more sustainable life, but they find it difficult to know how to do so. This is where The Nordic Swan Eco label, with over 30 years’ experience and tough license criteria, has an important role to play as a distinct guide.

To move consumers from a desire to actual action, we created a knew verb - ’svana’ - capturing all sustainable actions, small as well as major ones. The famous influencer and TV-personality, Brita Zackari, helped us launch the new verb in a humorous and playful way.  Eleven totally different brands invested in the campaign with a common goal - to get more Swedes to ’svana’.

After the launch, 71% of Sweden’s consumers say that they feel more motivated to act in the interest of the environment after having seen the campaign.

The ’relay baton’ was passed over in the following campaign to the music artist and influencer , Linnea Henriksson, and in 2021, 42% of the target group said they have already ’swanned’.  

The campaign has run in social media, OOH, DOOH and in retail.

The campaign won gold in both the Luum Awards and Lovie Awards in 2021.