Keeping people and society safe

This seasonal campaign was developed and produced in record time, as a short, purpose-led brand activity designed to communicate Saab’s role in society in a warm and accessible way.

Rather than focusing on products, capabilities, or specific events, the campaign centred on a simple idea: keeping people and society safe. The ambition was to create relevance and emotional connection beyond traditional defence audiences, while remaining grounded in Saab’s responsibility and credibility.

Approach

The campaign was built on a clear communication framework, defining what the target audience should know, think, feel, and do. This structure made it possible to move quickly without losing focus, and guided every creative, production, and distribution decision.

Creatively, the campaign drew inspiration from Julgransflygning, a Swedish tradition that many people recognise and associate with something positive and familiar. This reference point helped make the message accessible and culturally grounded, without requiring prior defence knowledge.

Development & Production

I developed and produced the campaign in close collaboration with Prolounge, one of Saab’s preferred creative agencies.

Due to tight timelines and external uncertainties, the concept, creative direction, and production were taken from idea to final delivery at high speed. Working iteratively and decisively with the agency made it possible to maintain creative quality while adapting to changing conditions on set.

Flexibility, prioritisation, and fast decision-making were essential throughout the process.

Distribution & Evaluation

For distribution, we worked with OMD, Saab’s preferred media agency, to define target groups, plan media spend, and follow up on performance.

The campaign was planned to run for a limited period between December and January, with a primary focus on Sweden and selected international markets.

Outcome

This was a deliberately short campaign, designed to maximise relevance and clarity within a tight timeframe.

The project demonstrates my way of working: clear strategy, fast execution, strong collaboration, and adaptability under pressure — without losing sight of purpose or long-term brand impact.