For those not familiar with Swedens prisons, this man is standing outside of Kumla - our "alcatraz".
agency: Drömfabriken Stockholm
copy CD: mikael malmborg artCD: Johan Jäger
"idéspruta": Åsk Wäppling

This boy does not want to work during the weekend. No way. Nuh-uh. Nope.

agency: Drömfabriken Stockholm
copy CD: mikael malmborg artCD: Johan Jäger
"idéspruta": Åsk Wäppling (skrev kampanjen)

agency: Drömfabriken Stockholm
copy CD: mikael malmborg artCD: Johan Jäger
"idéspruta": Åsk Wäppling (skrev kampanjen)

This campaign is actually how I got hired at Drömfabriken.
As by lucky coincidence it was the very same brief that Malmborg was working on when I arrived with this concept sketched up in my backpack.

The similarities of our campaigns was eerie - though my tagline was much longer "med telia minicall blir du nådd, inte störd" or something like that. Crazy huh? Mikael already had "Bli Nådd. Inte Störd" in his roughs and the result is above. Spooky coincidence.

Bli nådd. Inte störd = Be reached. Not Interrupted.
It's really no wonder Michael wrote the much better line (in my humble opinion), His Mum taught Swedish classes and wrote several Swedish language books used in Swedish schools. Apple doesn't fall far from the tree, and all that. ;)

When I was briefed on this Carlsberg ad, the running tagline was "vores øl" - which means "our beer".
This naturally lead to the thought - what would happen if it wasn't?
In the end, this ran in danish movie-theatres with the tag: "Ikke vores øl" - Not our beer.

CD: Patrik Isaak Saatchi and Saatchi
AD: Lars Busekist, AD: Åsk Wäppling. CW: nobody
of that title worked on the project. ;-)
Director: Stein Leikanger DP: John

ProduktionsPrisen Diplom, Arnold 1996

agency: none involved.

client Unicef, production: Blarke Sonne Levring
Thomas Romlöv (producer) & Åsk Wäppling
Voiceover: Ole Rabendorff

Feel good ad. A slight shame that actual ideas were turned down in favour for the usual docu-shots, but it was a real pleasure to get to work with this voiceover - also, a huge feel good boost when Unicef sent me a card thanking us for helping them raise more than two million kronor. Who cares if it's not an award winner when it wins hearts?