RICKARD RYDBÄCK

In the pursuit of great advertising, could we interest people rather than interrupt them? Do things that they want to be a part of, regardless if it's a digital platform, AFK or a TV spot. It's tricky, but nonetheless doable. Tricky is also fun, and fun often turns out to be pretty splendid.

And since I'm graduating from Berghs SoC in May, I'm now looking for my next tricky and fun creative challenge. Fancy a coffee? Send me an email.

Brämhults is a small Swedish juice company. Their lack of storage makes everything insanely fresh. Even their website (it changes every three weeks). When I had my first internship one of our briefs was to keep the website fresh. The summer was around the corner so why not freeze Sweden's tastiest juice and get Sweden's tastiest ice cream?

Brämhults website

In June the website went live. And now the cool part starts. Swedes all over the country really made their own ice cream. They posted it on Facebook, blogs and other networks. And Brämhults recieved a great amount of pictures showing ice cream made of juice.

The ice cream of Brämhults

with - Emelie Seneby, Jenny Karlsson and the amazing team at Volontaire.

Universal Music, the biggest record company in the world stand before a challenge when internet makes the music production more and more democratic. They arn't that needed anymore.

Therfore we created the Universal Music Studio, a music platform that will bring musicians all over the world togheter. So they can create music that never would have been created otherwise. - with Frida Siversen Ljung, Max Alm and Patrik Beskow.

Riksgälden is the Swedish government's state obligations. They also have a lottery you can't lose. How great is that? To simplify, watch this.

Riksgälden, what, how and why

To really prove that this is true we had to come up with a new campaign within the concept "Do you like winning but hate losing". So what do we do? This is the easy part. Instead of just making funny ads, we build a world without losers. A world that works in all of the different levels of people's lives, national, international or local - just for you.

When you live in the rainiest town in Sweden, Riksgälden with their sun booth, Solboden. Giving away spray tans so you'll get a tan anyway. And something to talk about, too.

And some ads:

"Learn the rain dance
Visit the Great Square when the first drop of rain hits your nose. We'll give you sand between your toes and an even tan. Solboden is only open when it's raining, so it's good to be living in Sweden's rainiest city."

To show that Riksgälden stand up for all losers out there, we'll demonstrate it in other ways. For example, at the rabbit show jump competition in Stenhöga. Riksgälden will give carrots to the rabbits that didn't win. Simply stating that there are no losers where Riksgälden are. Only happy rabbits and local newspapers that write about them."

Rabbit jumpers

Or when Allsvenskan (the top football league in Sweden) comes to an end and your favourite team has to move down to Superettan (second to the top). Riksgälden will be there for your team, send them to a training camp with one hell of a coach. And with this small effort we get cheering fans and articles in the papers.

I said it was easy. And by doing things for people, Riksgälden could interest their audience for real.