Cannes Contenders: Sweden

SKF - The Faroe Islands Space Program

As a response to the ongoing race to Mars, Swedish SKF and Minesto have launched their own ’space program’. But unlike SpaceX and Blue Origin, the Faroe Islands Space Program is designed to never leave Earth. Instead, it aims to harness an untapped source of renewable power, lunar energy derived from accessing the power of the tides. 

The project has already sparked global interest, perhaps because it reminds us all that rather than exploring space we can find that what we need already exists here on Earth.

Ukrainian Witness - Spells For Democracy

Ukrainian Witness, the NGO known for documenting ongoing war crimes, took an unexpected approach in their effort to end the war. One that is reportedly feared by Putin: witchcraft. Through TikTok and Instagram livestreams, a Ukrainian witch conducted live curse rituals and invited viewers to submit their own. 

According to the advertising agency, six spells have already been fulfilled, an outcome that should surely attract consideratIon in the jury room. 

Barboltian feat. Michael Bolton - How Am I Supposed to Live Without You

Uncommon Creative Studio opened in Stockholm last year and has already produced several interesting campaigns. One of them, this Clash Royale music video from The Barboltian and Michael Bolton, for Supercell and Sony Music Publishing, should have the right ingredients to make an impression in the Entertainment Lions for Gaming category.

Reporters Without Borders - Keep Up With Reality TV

Reporters Without Borders from Åkestam Holst delivers a sharp cultural commentary with its campaign Keep Up With Reality TV. 

It encourages us all to engage with the reality out there with the same enthusiasm that we do for the scripted ones. I think its simplicity and clear message will help it get attention in the jury room. Especially in the print category.

The Caveman - Craft Runner

Is this the moment where you wrap up with something your own agency, Forsman & Bodenfors, has made? 

Maybe not. But if you’re not on the team and still think that the two-minute spot starring a caveman running around in the wild brilliantly captures how humans were born to run, and the fact that he’s barefoot, even though it’s an ad for a running shoe from the Swedish sportswear brand Craft,  then that should be fine, right?