Director Gustav Johansson unveils the next chapter of Volvo’s “Made By Sweden” campaign with a sweeping four minute-plus film, Vintersaga, which takes us into the depths of a Swedish January–the month when the country shows its harshest side with rain, snow, cold, wind and a timid sun.
It is also the period that defines Swedes the most. While people from all over the world flock to Sweden during the warm summer periods and enjoy the hours of extended daylight, only the residents choose to stay there voluntarily when the great melancholy rolls in. With the darkness and cold comes a special creativity that affects everything from the music the Swedes create to the cars that they build.
Johansson sought to capture visually the feeling of vemod–one of the most Swedish words, which does not have a clear or direct translation in English. Vemod is a complex emotion and a cultural phenomenon, comprising a tender sadness or melancholy mixed with a feeling of longing. Vemod is not an outward feeling, but more of a slow fretting inside of somebody. It is something that is sad, yet beautiful.
Shot over a period of 11 days, “Vintersaga” sees the bleak Swedish January transformed into a breathtaking and affecting vision through the lens of the Swedish people. Set to the pulsating title track “Vintersaga,” performed by Swedish singer/songwriter Amanda Bergman and produced by Oskar Linnros, the powerful combination of audio and visual stirs a transformative, almost haunting, emotional experience in the viewer.
From claustrophobic snow-topped forests to vast seaside panoramas, the sleek Volvo slips through the soaring scapes, as quintessentially Swedish as the background itself.
Agency is Forsman & Bodenfors, Stockholm.
CreditsClient Volvo Agency Forsman & Bodenfors Andreas Malm, Staffan Lamm, art directors; Fredrik Jansson, copywriter; Mikko Timonen, designer; Jens Odelbring, producer; Malin Careborg, web producer. Production New Land Gustav Johansson, director; Niklkas Johansson, DP; Erik Torell, exec producer; Sohie Tamm Christensen, producer; Sophie Hedberg, production manager. Editorial Sam Ostrove, editor. Post Mike Cosola, colorist. Post STOPP (Stockholm Post Production) Johan Boije Sound Design STOPP Martin Dahl, sound designer. Music Song: “Vintersage” Ted Strom, writer; Amanda Bergman, musical artist; Oskar Linnros, producer. Universal Music Publishing Scandinavia Andre Brink, Jonas Holst, music supervisors. BMG Chrysalis Scandinavia A, publisher; Sweden Music/Universal Music, label. Audio The Cutting Room (mastered by Bjorn Engelmann).
Barilla, LePub Navigate Subway Commute To “Togetherness”
On World Pasta Day, October 25, Barilla partnered with the NYC subway to turn its iconic “Spaghetti n°5” pasta boxes into “Togetherness Tickets,” offering free subway rides. At a special Barilla newsstand near Hudson Yards station, commuters could pick up a pasta box that, with a tech insert, worked like a regular subway ticket to open the turnstiles.
More than just a ticket, Barilla’s campaign was an invitation for individuals to step out of their solitary routines and connect with their loved ones over a delicious pasta meal. According to a global survey commissioned by Barilla in August 2023, 60% of respondents confessed to eating alone more frequently over the past two years, forsaking shared meals for a quick bite on their own.
The primary reason cited for this shift toward solitary dining is busy work schedules. A significant 48% of people surveyed lamented that their working hours kept them from sharing meals with their loved ones, highlighting the impact of our on-the-go lifestyles on quality time spent with family and friends. Additionally, geographical distances from family and friends contributed to the rise of solitary meals, with 37% acknowledging it as a growing obstacle.
Although people are increasingly eating alone, as a resounding 63% of people admitted to eating solo during the week, a remarkable 93% believe that regularly sharing meals has a positive impact on relationships with friends and family. Building on this emerging desire, Barilla wanted to remind us of the impact of food and more specifically pasta, in fostering better human connections.
Sometimes a friend or family member is just a few subway stops away. So get together and share a pasta meal with a box of Barilla, which also serves as a... Read More