| Title | FMTK |
| Brand | SWEDISH ARMED FORCES |
| Product/Service | FMTK |
| Category |
A01. Interface & Navigation (UI) |
|
Entrant
|
DDB STOCKHOLM, SWEDEN
|
|
Idea Creation
|
DDB STOCKHOLM, SWEDEN
|
Credits
| Fredrik Simonsson |
DDB Stockholm |
Creative Director |
| Magnus Jacobsson |
DDB Stockholm |
Creative Director |
| David Alledal |
DDB Stockholm |
Copywriter |
| Jacob Sandström |
DDB Stockholm |
Business Director |
| Charlotta Sandström Lindberg |
DDB Stokcholm |
Account Director |
| Camilla Ryttare |
DDB Stockholm |
Account Manager |
| Roshanak Fatahian |
DDB Stockholm |
Head of Digital Operations |
| Jon Dranger |
DDB Stockholm |
Digital Director |
| Michael Lockner |
DDB Stockholm |
Technical Director |
| Petter Eriksson |
DDB Stockholm |
Senior Digital Designer |
| Jesper Lifvendahl |
DDB Stockholm |
Digital Designer |
| Ian Josephson |
DDB Stockholm |
Graphic Designer |
| Patrick Emt |
DDB Stockholm |
Graphic Designer |
| Anna Hellenberg |
DDB Stockholm |
Print Buyer |
| Tor Hauksson |
DDB Stockholm |
Concept and UX Director |
| Cornelia Wangel |
DDb Stockholm |
Planners |
| Sebastian Elmblad |
DDB Stockholm |
Digital Strategist |
| Jesper Hellzen |
DDB Stockholm |
Designer |
| Christian Björnehag |
DDB Stockholm |
Repro Manager |
| Mattias Coldén |
DDB Stockholm |
Executive Producer |
| Daniel Blom |
Daniel Blom Photography |
Photographer |
| Mats Olofsson |
Pixl Family |
- |
| Tobias Norman |
Redpipe |
- |
| Fredrik Giliusson |
BBH Stockholm |
Tech Lead |
| Jonny Nylund |
BBH Stockholm |
Producer |
| Malin Gundmark |
BBH |
Producer |
| Sergei Karetnikov |
BBH Stockholm |
Lead Developer |
| Timmy Jonsson |
BBH Stockholm |
Lead Developer |
| Hannes Wikström |
BBH Stockholm |
UX |
| Andre Karlsson |
BBH Stockholm |
Designer |
The Campaign
We saw an opportunity to make the Swedish Armed Forces relevant to the public in general and the young target audience in particular while preparing recruits for the physical demands faced when joining our organization. Also the Swedish Armed Forces can not stand aside and watch as the public health declines.
So we started FMTK (Swedish Armed Forces Sports Club) and launched our old strength-stamina-mobility-no gear-whatever the situation-whenever the time- philosophy, in a new way.
To get people moving, the workout has got to be easily accessible, simple and back to basics and to optimize the reach in our target audience we decided to launch our philosophy in a new way, trough a mobile app. The FMTK-app became the essence of the campaign but also the natural hub for long-term communication.
All you needed was your own body and some willpower. And the FMTK app.
Creative Execution
The foundation when developing the UX was to design a custom workout methodology that actually works on a smartphone. Our main focus was to make a user friendly app, where you could perform a complete workout without being disturbed by technical UI obstacles. The design experience is a mix of mobile platform patterns and the interactive guidelines developed exclusively for Swedish Armed Forces (which can be found in all of their touch points). That way, we have created a design behaviour that the user already is comfortable with but also is unique to the brand.
When launching the app you immediately can start the workout of the day, no need to navigate complex structures. A filter/sorting function makes it easy to find specific type of workout and there are easy week-by-week training programs to follow and hidden challenges. Track progress and compare results with your friends to maximize your training.