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Save the Planet and Eat Human Flesh in Shocking Film Starring Alexander Skarsgård

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McCann Stockholm and The Swedish Food Federation launch the campaign sparking conversations around sustainability and feeding the growing population

Save the Planet and Eat Human Flesh in Shocking Film Starring Alexander Skarsgård

McCann Stockholm and The Swedish Food Federation have launched Eat A Swede, a campaign which aims to spark debate and discussion about sustainability and feeding the world’s growing population, which is expected to increase from 7.8bn to 10bn by 2050. The Swedish Food Federation believes extensive and urgent changes in food production are required if we want to meet food needs while protecting the Earth’s resources. One way is to ‘Go Swegan,’ by adopting the country’s healthy national diet and sustainability practices.

Actor Alexander Skarsgård (Big Little Lies, The Legend Of Tarzan), who was born in Stockholm, takes part in the satirical film designed to raise awareness of the global food deficit and Sweden’s world-leading sustainable food production standards. With some of the highest standards of animal welfare in the world, lowest use of antibiotics and strict rules on pesticides, Sweden is at the forefront of sustainable practices. 

Swedes historically have fewer struggles with obesity than British or American families. Swedish Food Federation chairman Lars Appelqvist says sustainability for producers and consumers is one of the most urgent issues of our time.

And while the narrative of the film is both drastic and satirical -- we’re not ready to eat ‘human’ lab-grown meat, just yet -- the Federation, which represents 800 food and drink companies in Sweden, say there are other ways in which everyone can contribute.

On https://eataswede.com, The Federation provides concrete examples of how well-known Swedish food companies such as Arla, The Absolut Company and Oatly are well on their way to making the shift to sustainable production. The site also lists facts about Swedish food production, including that the country has the lowest use of antibiotics in the EU, energy use is 99 percent fossil free and industrial food waste has been radically reduced to just 3 percent.

More details about how to Go Swegan.

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Client

CLIENT: LIVSMEDELSFÖRETAGEN - THE SWEDISH FOOD FEDERATION

Director of Marketing and Communications: Jimmy Sandell

Head of Press/Copywriter: Daniel Emilson

Communications Manager: Max Berg

MCCANN STOCKHOLM

Copywriter: Erik Nyström

Art Director: Rikard Köhler

ECD: Markus Ahlm

Art Director: Nina Kurn

Planner: Lars Friberg

Account Director: Ilias Ioannidis

Account Director: Markus Förberg

Account Manager: Petra Käll

Final Art: Ola Lanteli

Final Art: Tobias Vermehren

MCCANN WORLDGROUP EUROPE

Chief Creative Officer McCann Worldgroup Europe: Adrian Botan

Creative Excellence Director McCann Europe & UK: Carmen Bistrian

WEBER SHANDWICK UK

VP Integrated Media Strategy: Jessica Howard

Strategist: James Clothier

VP Client Experience: Mary Kough

MRM ROMANIA

Chief Growth Officer: Ioana Teodorescu

UM ROMANIA

Senior Digital Manager: Andreea Gavrilescu

Digital Ad Ops Specialist: Cristina Diaconu

Production

PRODUCTION COMPANY: FLX

Head of Branded: Eleonore Sager

EP : Therese Pettersson

Producer: Johan Gabous

Director: Daniel Hallberg

Prod Manager: Nathalie Bergdahl

DOP: Alex Lindén

Art director: Pia Wallin

Casting: Klara Magneteg

Editors: David Nordén, Mikael Johansson, Gregers Dohn

Grade & Online: Albin Karlén, Erik Lindahl, Joel Bringmar

Sound: The Line, Quint Starky

Stills

Photography: Paul Allan

Genres: People, Dialogue

McCann EMEA, Thu, 18 Nov 2021 09:43:32 GMT