| Title | WELCOME |
| Brand | ESSITY |
| Product/Service | LIBERO |
| Category |
B02. Other FMCG |
|
Entrant
|
MOMENTUM Gothenburg, SWEDEN
|
|
Idea Creation
|
MOMENTUM Gothenburg, SWEDEN
|
|
Media Placement
|
ZENITH Stockholm, SWEDEN
|
|
Production
|
B-REEL Stockholm, SWEDEN
|
|
Production 2
|
CREUNA Stockholm, SWEDEN
|
Credits
| Markus Näslund |
Momentum Sverige |
Creative Director |
| Anders Collin |
Momentum Sverige |
CEO |
| Annsofie Antoncic |
Momentum Sverige |
Art Director |
| Daniel Wallin |
Momentum Sverige |
Copywriter |
| Stina Moberg |
Momentum Sverige |
Final Art |
| Jeanette Åberg |
Momentum Sverige |
Account manager |
| Rikard Åström |
B-Reel Films |
Executive producer |
| Sofia Ferguson |
B-Reel Films |
Producer |
| Martina Hoogland Ivanow |
Freelance |
Visual artist, director |
| Lukas Eisenhauer |
Freelance |
Director of photography |
| Adam Nilsson |
Freelance |
Director of photography |
Write a short summary of what happens in the film
The birth of a child is a powerful experience, and this film portrays those moments just as they are: messy, weird, and bloody. Not picture perfect, but damn beautiful! Instead of creating a traditional advertising film ¬– we chose a documentary approach with Martina Hoogland Ivanow, known for her beautiful photographic art. Instead of a conventional voice over – we wrote a poem about freedom, embracing our differences and that everyone should feel welcome to be whoever they want to be.