Johanna Davis

BACKGROUND

Brämhults are famous for being one of the only juice brands in Sweden that actually sell freshly squeezed juice. Most juice companies freeze their juice at some point in the production chain, which leads to them having to add different substances to make their juice taste good. Brämhults doesn’t. All their juice is squeezed and then sent directly to stores. That means that their juice tastes just like the fruit tastes when it’s harvested.

According to a report from WWF, fruit and vegetables are going to lose their taste and become more bitter due to climate change. We wanted to use Brämhults unique selling point to talk about the consequences of climate change, and make the climate crises easy for anyone to grasp. How? By giving a taste to climate change.

IDEA

With the help of climate experts and agriculture experts, we wanted to create a juice that tastes like juice is expected to taste in the year 2050. By letting people get a literal taste of climate change, we can talk about Brämhults and their business, and make people more aware of climate change at the same time.

Fictional case

BACKGROUND

One of the most important things in soccer is the jersey numbers. A lot of players have had the same jersey number since they were kids, and they often have soccer idols that have the same jersey number as them. In other words, the jersey numbers are really emotionally charged.

The Swedish women’s national soccer team are more often than not the face of the women’s rights movement in Sweden, and several of the players are very outspoken in the debates.

We wanted to use the emotional value of the jersey numbers to strengthen a message related to the women’s rights movement, strengthening the players as female role models and reaching an audience of both soccer fans and women’s rights activists.

IDEA

We let all the players lend their jersey number to a number in statistics related to inequality. For example, number 6 could be “6 out of 10 girls quit their sports during puberty because they no longer feel like they belong”.

Every player gets to choose what issue they want to be an ambassador for, and a part of the profit made from selling the jerseys would be donated to organizations that work with the issues referenced.

Fictional case

Everytime we do our laundry, microplastics are released into the water and flushed into our oceans. Synthetic materials, such as polyester, are the worst. The problem is they’re also the best materials to exercise in. And to make matters worse, your exercise clothes need to be washed after every use to avoid infections.

This gym bag is made out of Polyamid 6.6, a completely new material that filters out microplastics from the water. And it doubles as a washing bag. This means that Adidas customers can keep washing their exercise clothes after every workout, without adding to the great amounts of plastic being released into the oceans.

Fictional case

This year, the most common day to commit suicide also happened to contain Mind’s suicide prevention number. Since the phone number exists to help those who suffer from suicidal thoughts, we decided to use the number itself to reach those who need help when they need it most.

TRANSLATION

2019 01 01

Ring in the new year.
Do you suffer from suicidal thoughts?
Sometimes a phone call can make all the difference in the world.
Call our suicide prevention number: 90101

CREATIVE TEAM
Johanna Davis, Copywriter
Martin Baude, Art Director
Lina Franzon, Copywriter
Sofia Nordström, Art Director

FATTA! is an organisation that works against sexual violence. The week of International Womens Day, the Swedish defense alarm, a signal meant to warn the public in case of danger, was tested for the first time this year. We decided to take the opportunity and let women raise their voices against sexual violence and drown out the Swedish Defense Alarm, as a reminder that half of the population lives with the threat of this danger every day.

CREATIVE TEAM
Johanna Davis, copywriter
Svante Ahlman, copywriter
Elin Hjelte, art director

BACKGROUND

Stockholm Gas wanted to promote sustainable biogas to already existing customers, making their cooking more sustainable. This quickly led us to the question: “what is sustainable cooking?”.

Food today is produced with great margins. More than 300 thousand tonnes of margins actually. 300 thousand tonnes of food is thrown away in Sweden every year, simply because we produce more food than we need. That’s just not sustainable.

So, how could we promote biogas and talk about the benefits of sustainable cooking in a way that makes it easy to understand?

IDEA:

Together with the Swedish celebrity chef, Paul Svensson, who is known for his sustainable cooking and way of thinking, we opened up a food truck. Our food truck, however, wasn’t your typical fast food truck. Instead of cooking your meal upon order, we started to grow the ingredients. That way, we only had to produce the amount of food needed, with no margins being wasted. Tacos ordered in April were served to the patient customers in September, proving that sustainability, quality and food go hand in hand.

CREATIVE TEAM
André Persson, art director
Martin Baude, art director
Johanna Davis, copywriter

Charities tend to use the same kind of terrible and shocking images every time they talk about their work. The problem is that people today have seen those kinds of images a few times too many. They’ve become immune to them, almost to the point of not even seeing them anymore.

We wanted to find a new way to talk about the Red Cross and their work, by only using a few thought-through words.

Fictional case