#LikeASwede: The Latest Lifestyle Fad?

Extensive paternity leave, six weeks annual leave and solid retirement provisions – in  many countries these may seem the reserve of the rich and cosseted but they’re a matter of course in Sweden. The country is regularly ranked as one of the best countries in the world to live in and to celebrate Swedish union confederation TCO has launched “Like a Swede”. The initiative is the story of how collaboration between the employer organizations can affect an entire nation.

The accompanying PSA, produced by B-Reel, shows just how good the Swedes have got it by comparing their lifestyle with the latest Hollywood fad.

24 hours after the publication of #LikeASwede, the humorous PSA became the second most shared video in Sweden. So far, five days after its YouTube publication, the film has over 187 000 views and over 25 000 social actions, only topped by Volvo Trucks’ “The Epic Split”.

“We are completely overwhelmed by the campaign's reception. One desires and dreams of such an outcome when one starts a project like this, but you can never know how the outcome will be. Along with the advertising agency ANR BBDO, we have been able to explain the important role of The Part Model for the Swedish working life and competitiveness in an interesting and fun way. Who'd have thought it?” states Ana Esteban, the responsible project manager.

The aim is to exemplify how everyone in Sweden can have the same benefits as only the very richest do in other countries. But also to inform Swedes more about the unique model which distinguishes Sweden and its neighboring countries from almost every other country in the world. Many look at the trade union as an insurance policy in the workplace. Things that are easily taken for granted in Sweden.

That’s why TCO created Like a Swede. A way to show how everyone with collective agreements in Sweden can enjoy the same benefits that are usually only available to the very richest in other countries

Credits

Client: TCO

Creative Agency: ANR BBDO, Project manager : Maria Sandberg and client contact: Pontus Karlsson

Media Agency: AdOn

Copywriter: Stephanie Moradi

Art Director: Fredrik Broander

Production Company: B-reel

Director: Tom Malmros

Producer: Rikard Åström