| Title | A FLAG WORTH DEFENDING |
| Brand | SWEDISH ARMED FORCES |
| Product/Service | SWEDISH ARMED FORCES |
| Category |
D07. Corporate Purpose & Social Responsibility |
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Entrant
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NORD DDB Stockholm, SWEDEN
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Idea Creation
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NORD DDB Stockholm, SWEDEN
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PR
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NORD DDB Stockholm, SWEDEN
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Production
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NORD DDB Stockholm, SWEDEN
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Credits
| Andreas Dahlqvist |
NORD DDB |
Chief Creative Officer |
| Hanna Stenwall |
NORD DDB |
Creative Director |
| Nina Friman |
NORD DDB |
Art Director |
| Urban Wirdheim |
NORD DDB |
Copywriter |
| Fredrik Kjellström |
NORD DDB |
Graphic Designer |
| Carin Lagergren |
NORD DDB |
Client Manager |
| Staffan Slörner |
NORD DDB |
Client Lead |
| Stella Breiman |
HOUSE |
Art Buyer |
| Johanna Åkerberg Kassel |
Söderberg Agentur |
Photographer |
| Johan Landeström |
The Swedish Armed Forces |
Marketing Director |
| Anders Jansson |
The Swedish Armed Forces |
Marketing Manager |
Please tell us how the brand purpose inspired the work
The Swedish Armed Forces defend Sweden’s sovereignty, so that every citizen can live a life of democratic freedom. Such as the right of falling in love with whoever you want. That is their main purpose and mission: To keep Sweden free and defend every citizen's human rights.
But in a time where we daily read about how LGBT+ rights are restricted in other parts of the world, it's never been more important to show that these restrictions will never happen in Sweden.
That's why we created a simple yet powerful print ad during Pride 2021. An ad as inclusive as The Swedish Armed Forces, where they flagged with a certain flag worth defending. And it wasn't the Swedish flag. It was the Pride flag. Showing that The Swedish Armed Forces will always welcome you, and stand up for your human rights, regardless of who you are and who you love.