2. A long time ago, I was a cabinet maker. Then I discovered advertising and design, and
now I have been an account guy at ad agencies for almost two decades. I love my
work, and it has been very good to me. I have had the chance to work across different
countries, with incredibly talented people, and on many great projects.
The thing that keeps fascinating me about advertising and design, is that it is a mirror of
what we do every day just living our lives – we take things in, try to understand them,
and communicate what we have seen. Ultimately, this work is all about creating deeper
relationships. Functionally, there is no difference between a disposable plastic pen and
the Montblanc fountain pen my grandmother gave me. And yet, I have a completely
different relationship with the fountain pen. I care about it, I’ll have it repaired when it’s
broken, and love writing with it.
When we care about the things we surround ourselves with, we add richness to our
lives. To give people a reason to care about a plastic pen, to infuse a brand with
emotion, is what I enjoy doing every day I come to work.
3. Forsman & Bodenfors; Göteborg, Sweden – Ikea Advertising
The partnership with Ikea includes strategic planning and execution of all external marketing activities,
creating a consistently high level of media exposure. Ikea internet campaigns have set international
benchmarks and made F&B a player on the international ad award scene.
Ikea projects have since ‘05 won over 50 ad awards, the Ikea “Dream Kitchens” site was declared the
worlds most awarded digital project in 2006 by Creativity Magazine, Forsman & Bodenfors was named
digital agency of the year at the Cannes Lions 2007 and is ranked number 3 globally on the ‘07 Gunn
report. At the Lions 2008, F&B won the Media Grand Prix and was named media agency of the year.
12. Avenue A/Razorfish; Portland, Oregon – Xbox Packaging
Packaging graphics we developed for the Xbox gaming console were quickly embraced by
Microsoft and their partners world wide, to a point where their use superseded core brand
elements. To manage this development, Xbox asked us to create a new identity system that
would guide the use of all graphic elements. Once the new id system was established, we
created a series of integrated launch communications. Xbox soon established itself as a
serious player against the dominant brand in a highly competitive category.
18. Avenue A/Razorfish; Portland, Oregon – Microsoft Brand Identity
Working against an updated brand strategy, we created a new Microsoft visual style –
“Expressively Human.” The new style has been implemented world wide, and we have
since developed several Microsoft sub brand identities.
23. Avenue A/Razorfish; Portland, Oregon – Microsoft Office Packaging
Part of an Office brand re-launch, the packaging needed to communicate a complex system of
integrated products across four categories. The system included almost 30 distinct products, with
over 300 components. The new packaging was received enthusiastically by the retail channel,
sales surpassed expectations, and product returns were decreased.
26. Avenue A/Razorfish; Portland, Oregon – Microsoft Expression Identity
An identity system for a new product line, targeted at the professional design industry. The
audience is highly skeptical of Microsoft, and the visual language needed to position the
product line in a genuine and authentic creative context. We created a full range of integrated
Expression communications – Packaging, web site, events, product demos, etc.
29. Avenue A/Razorfish; Portland – Microsoft Partner Communications
Marketing kits that are crafted to manage communications through multiple levels of internal
and external global audiences – corporate to sales force, sales force to partners, partners to
retailers, and retailers to consumers. Messages are consistent yet customized to each
audience, and integrated assets are provided for plug and play application.
32. Hallstedt & Hvid; Stockholm, Sweden – Cloetta Kexchoklad Advertising
Arguably Sweden’s most traditional chocolate bar, Kexchoklad had lost marketshare to strong
new players. Working with a hand picked team of international creatives, we were able to bring
the wealth of positive brand associations back to life in an unexpected way. Kexchoklad grew 43%
the first year of re-launch and was elected the most popular Swedish brand amongst teenagers.
35. Hallstedt & Hvid; EF sponsorship design for Whitbread Yachting Race
No yacht racing sponsor had ever employed as flamboyant a design system as the two EF
boats. They quickly became the visual identifier of the overall Whitbread race organization,
gaining high levels of free media exposure. After one of the boats won the race, the EF yachts
were featured in an 18-page documentary in National Geographic.
39. Wieden + Kennedy; Portland, Oregon – Nike International Advertising
Development of the Nike brand in more than 30 markets across Europe, Asia and South
America. Advertising something as personal as sports wear in such diverse regions requires an
acute understanding of subtle cultural differences and their impact on people’s feelings about
themselves and their physicality.