Lantmännen – Film
A selection of film and video projects for Lantmännen, spanning brand campaigns, product launches and content developed for digital and broadcast channels.
Campaign and product launch for AXA Hockeymackan Lingon, developed to challenge the market-leading competitor Pågen Lingongrova. The concept positioned the product within Swedish junior hockey, using national pride and local team affiliation as the core brand drivers.
The campaign was built around Swedish sports icon Peter Forsberg, who fronted a national TV and digital film introducing the product and its competitive positioning. Alongside the advertising, the product was designed and wrapped in the colours of Swedish hockey and adapted locally.
Role: Art director, final art, film direction
Summer edition product launch connected to the football World Cup, where the existing concept was adapted from ice hockey to national football culture. The work focused on packaging design retail POS, and film idea and production for a limited seasonal release.
This campaign featured world champion runners Sanna and Jenny Kallur, who fronted the national TV and outdoor communication. The creative concept focused on rhythm, movement and harmony, using the twins’ athletic identity to embody the product promise of natural energy and long-lasting nutrition.
The campaign ran across TV, outdoor and digital channels, forming the primary launch platform for the new product line, alongside with the whole grain trend, and establishing AXA Harmoni as a performance-oriented yet accessible everyday brand.