2020 Print & Publishing


Category D05. Cultural Insight
Entrant OBEYA PR Stockholm, SWEDEN
Idea Creation OBEYA PR Stockholm, SWEDEN
Idea Creation 2 WAVEMAKER Stockholm, SWEDEN
Media Placement OBEYA PR Stockholm, SWEDEN
Production OBEYA PR Stockholm, SWEDEN
Production 2 WAVEMAKER Stockholm, SWEDEN
Post Production OBEYA PR Stockholm, SWEDEN
Name Company Position
Canan Yasar Obeya Creative Director
Joakim Johansson Obeya Account Director
Maria Hazard Obeya CEO
Leandro Pinto Obeya PR Manager
Lisa Blomqvist Obeya PR Manager
Fredric Thunholm Wavemaker Creative Director
Sebastian Prosser Halebop Creative Director
Hanna Myrling Halebop Project Manager
Johanna Sahlman Halebop CEO
Banfa Jawla Banfa Jawla Photographer
Gustav Dunfalk MOG STUDIO Graphic Designer
Moa Dunfalk MOG STUDIO Graphic Designer

Translation. Provide a full English translation of any text.

[The text below is a translation of three of the reviews of the restaurants in the guide.] MANDI YEMINI Mandi Yemeni is located in the industrial area of Bäckebol and share their space with Bäckebol’s Pizzeria. We know, it doesn’t sound like a place for a grand dining experience. But it is. In some way, it’s a plus, at least from a foodie/hipster perspective. ’’You know, we went to Bäckebol, the industrial area, and we had to search for the local until we finally found it. And then, it was just wow’.’ None of your friends have been here, but they should definitely come here. Yemeni cuisine is, put simply, Arabic food with influences from both Africa and South Asia. The space is unpretentiously decorated, and it smells amazing from the kitchen. You start with the yogurt soup or a bubbling lentil soup. Most of what is served are stuff that have been simmering on the stove for a long time. For example, lamb. Also, things from the grill, especially chicken. Together with these dishes, you get a side of fluffy rice, sour salads, homemade bread and cold sauces; some hot and others mild like a summer breeze. The food tastes excellent. So excellent that you manage to repress that Google Maps told you that it will take you 48 minutes to get back home to Majorna with public transport. ARYA RESTAURANT A married couple flees the war in Afghanistan and opens a restaurant while waiting to get their Swedish medical licenses. Now there’s a sentence that could be in a novel. The restaurant is called Arya. The husband in the couple works as a doctor and his wife will soon receive her Swedish medical license. But the restaurant will thankfully live on. The restaurant is located in central Vårberg, but could might as well be located in Kabul. A TV on the wall shows a soap opera where everybody speaks Dari. Yum! That’s our reaction when we try the signature dish qabeli for the first time. Slow cooked lamb served with perfectly cooked rice with pine nuts, raisins, carrots and cardamom. Yuk! That’s how vegetarians might think of it. In that case we can recommend the ashak, leek filled bread served with yogurt and a spicy sauce. Beside these dishes, there are lots of grill plates. The ones we’ve tried were delicious. They also have pizzas, but why have that when you can go for the Afghan food. There’s always a lot of people at Arya. On the internet, someone wrote a five-star review saying, ’’Don’t be frightened by the interior, focus on the food’’. In a way, that’s the best review you can get, right? BREDÄNG'S GRILL When the artist Yves Klein wanted to find the perfect blue color, he lay down in a field in the French countryside and looked at the sky. He let farmers patrol for him and shoot down birds, so that they wouldn’t disturb his perfect blue experience. The blue color of the little kiosk that is Bredäng’s grill? Abdullah Akboga probably got it when he called Solna Sausages and asked them to sponsor the signs. But then again, nobody comes here to talk about art. We come for Dad’s Special. But we are talking about art, apparently. Because what is art if not this; to take things that everybody is familiar with and then combine them so that they turn into something else. Something better. Dad’s Special is exactly that. Maybe it’s not art, maybe it’s magic. Because it’s only kebab meat, perfect in both its seasoning, consistency, bread and regular condiments. A key factor in the experience is of course the cheese. The cheese, that a lot of careless kebab makers don’t allow to play an important role, or don’t include at all. But at Bredäng’s grill, the cheese truly gets to shine. When the artist Abdullah Akboga wanted to find the perfect alternative for vegans, he didn’t lay down on a field. Instead, he made the best falafel North of Möllevångstorget and served it under the name Mom’s Special. No hassle, only amazing food. Come and eat here.

Please tell us about the cultural insight that inspired the work

The insights is connected to food and the feeling of being excluded. Halebop’s target group is diverse, many of them with roots in other countries and cultures. We saw that that food is an identity marker that carries stories through generations and connects people. The other insight was that the target group often feels unseen and not spoken to. Therefor we wanted to create something that generated recognition, made them proud of their heritage and put them in the spotlight. For young people in the target group, the food they ate at home suddenly became trendy and was being seen in a cool guide. One of Sweden's most established guides is White Guide. With a wink to their name, we crafted Not So White Guide, giving an instant understanding for what the guide was. The recognition gave a humorous and cool vibe, yet with a serious subject in the background.