A long-term collaboration between the charity organization Göteborgs Stadsmission and the agency. There are a million reasons to help those in need. But in the end, it all came down to the only one that truly matters: Because you can. In the second year of the campaign concept, we partnered with none other than Claes Eriksson — the Swedish icon: director, actor, writer, composer, and comedian. He wrote a poem titled “För att man kan” (“Because You Can”).

Read more about the campaign in Resumé here

The campaign was initially planned as a radio spot. But when we received the material, we felt that Claes carried a statesmanlike presence. His poem sounded less like an ad and more like a national address — reminiscent of John F. Kennedy or the late Queen Elizabeth II.

So instead of limiting it to radio, we expanded it into a public brand installation. We sourced a central location and built a classic set featuring vintage TV screens that broadcast his speech 24/7. We also secured a free screening at Bio Roy, where the film was included in their ad package and shown before every feature film throughout December.