Cannes Lions
TBWA\STOCKHOLM / SJ SWEDISH RAILWAYS / 2019
Overview
Entries
Credits
Background
Sweden is a very liberal country but there's still a way to go on what's accepted and considered "normal" during the ad breaks. Also, the right wing party is stronger than ever in Swedish politics (˜20%) – and we're starting to see backlashes for the LGBTQ-community.
Basically, it's more important than ever to take a stand and do it with pride.
By creating a TVC starring a real four year-old girl and her two dads and showing it during prime time in Sweden's biggest TV networks, this small film almost became a manifesto: "This is the way we want to live".
Execution
Hannah Bedrot is a four year-old girl living in the south of Sweden. This is her journey home, bragging to the entire train about her dad. However, she seems to be constantly contradicting herself... In the end, she's met on the train station by her two dads, and suddenly it all makes sense.