Svana!
Creating a new verb to make sustainable action feel possible, and desirable, for all of Sweden.
Client
Miljömärkningen Svanen
Awards
2
Post-launch
71% more motivated to act
2021 follow-up
42% already 'svaning'
Closing the intention gap
7 out of 10 Swedish consumers want to live more sustainably, but struggle with knowing how or where to start. The knowledge gap between wanting to act and actually acting was the core problem.
Svanen needed to move from rational certification messaging to emotionally resonant communication that made sustainability feel accessible, not overwhelming, and personal, not abstract.
A new word for a new behavior
We created the verb "svana", to describe the act of making sustainable choices of all sizes. The campaign launched with celebrities including Brita Zackari and Linnea Henriksson normalizing eco-conscious behavior through their own everyday "svaning."
11 diverse brands co-invested in the platform with unified messaging, amplifying reach and creating a genuine cultural moment. By giving sustainability a new, accessible name, we made it easier to talk about, and to do.
Making sustainability scroll-stopping
Changing behavior at scale
71%
of Swedish consumers reported increased motivation to act sustainably after launch
42%
of target audience reported already 'svaning' by 2021 follow-up
Awards
Services
- Brand Strategy
- Campaign Concept
- Creative Direction
- Celebrity Partnership
- Social Media
- OOH & DOOH
- In-store Advertising
Platforms
- Social Media
- OOH
- DOOH
- In-store