This 90-second film for Swedish supermarket chain Coop shows that family members retain pesticides in their bodies if they eat conventional produce. Then when that same family switches to organic food, most of those pesticides are gone within a few days. The tests were conducted by the Swedish Environmental Research Institute IVL, and the film was produced by Acne Film for agency Forsman & Bodenfors.
While the primary goal of the campaign is to strengthen Coop’s brand in Sweden, it also aims to give organic farming a push globally. Since the 1980s Coop has been a pioneer for organic food in Sweden–helping farmers switch from conventional to organic, working to make organic food more accessible for consumers and challenging politicians to do more for the production of organic food in Sweden.
Titled “The Organic Effect,” this film was directed by Marcus Svanberg of Acne Film.
