McCann Stockholm and the I&F Grupa won the first Grand Prix at Cannes Lions: The International Festival of Creativity for the "Eat A Swede" campaign. In addition to the Grand Prix awards within the same category, Entertainment, the "Eat a Swede" campaign won the silver Cannes Lion. This campaign also previously won another silver in the Health and Wellness category and is a finalist in seven more categories.
“An exceptional idea, a strong creative team, and a brave client. Everything coincided. This Grand Prix is the result of the synergy of all those who participated in the project and who believed that this campaign could attract public attention and initiate a discussion on one important issue such as sustainability and conservation of the planet. Creative ideas bring change, our industry has the ability and responsibility to create campaigns that can change the world. I am proud of the entire I&F Group and our team in Stockholm that created one such campaign” said Srđan Šaper, founder of the I&F Grupa within which the McCann Stockholm agency operates.
The campaign created for the Swedish Food Federation (SFF) had a great impact on the public and launched a debate on the sustainability and nutrition of the ever-growing world population. One of the options recommended by the Swedish Food Federation is “Svegan” (Go Swegan), a program based on the acceptance of a healthy diet and sustainable practices. The 18-minute satirical documentary "Eat a Swede" stars world-famous actor Alexander Skarsgard.
"We are honored to receive the Grand Prix. We started working on the campaign more than three years ago, and then we were stopped by a pandemic, so the whole agency "lives and breathes" this project for some time. Special thanks to our fantastic client, the Swedish Food Federation, and Henrik - our beloved "scientist", and last but not least, Alexander Skarsgård for his delicious genes! ”Jakob Stjarne, Managing Director of McCann Stockholm.
Take a look at this campaign video HERE.
Cannes Lions: The International Festival of Creativity is the world's most prestigious festival in the field of advertising and the awards at this event are considered the Oscars of Creativity. This year, the jury chose the best campaigns from more than a thousand submitted works from 87 countries.