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

The idea for this campaign was to show how the Swedish Armed Forces protect our everyday without interrupting. As civilians, we rarely see them, but they work every day, all year round to keep our borders safe and our everyday dramas civilian. It was all about showing those slightly banal dramas of civilian life during peace time and the Armed Forces everyday side by side, and sometimes finding the points where they subtly connect, like the diver and the submarine, the blowing leafs and the helicopter.

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.

The idea for this campaign was to show how the Swedish Armed Forces protect our everyday without interrupting. As civilians, we rarely see them, but they work every day, all year round to keep our borders safe and our everyday dramas civilian. It was all about showing those slightly banal dramas of civilian life during peace time and the Armed Forces everyday side by side, and sometimes finding the points where they subtly connect, like the diver and the submarine, the blowing leafs and the helicopter.

One of the most important and tricky aspects of making this came down to tone. It was crucial that it didn’t feel threatening or unnerving, which is harder than it sounds when intercutting military material with civilian scenes. Tone was part of every decision, from scenes and casting to editing and music.