We knew we wanted something different, a little bold and unexpected not just for a spot in general but particularly for Swedish Armed Forces. When we found Wim Merten’s Iris everything fell into place. The way it contrasted both with our everyday dramas and the Armed Forces scenes felt very special from the start.

Vignettes of people living their normal lives without any disturbance from the military.

Basically, the communication that the agency wanted to get across is that Swedish citizens can go about their everyday life, doing what we all usually do. This without worrying about threats from foreign forces. All thanks to the Swedish armed forces who defend our day and night.