Coopcake

Coop

Sometimes ideas are born in the most unexpected ways. For me, it started with a hand-drawn sketch – a spontaneous thought about how a cupcake could become part of Coop’s member experience. Later, Peter Fjäll and I developed the idea into a simple ad and pinned it on my inspiration wall – where it stayed… until Coop visited our office in December and noticed it.

And now the Coopcake has been launched – a small pastry created with love for all Coop members, developed together with a truly wonderful team.

Seeing a sketch on the wall actually turn into reality feels both surreal and incredibly fun. A huge thank you to Coop for believing in the idea and turning it into something genuinely sweet!

As Minna Dahlberg, Head of Marketing at Coop, so beautifully put it:

“Taking a moment to pause and enjoy is just as important for a balanced lifestyle as eating healthy and varied meals. That’s why we are now launching the Coopcake, as a small token of our appreciation for all our members on special occasions such as our member days.” (Nyheter24.se)

Creative Lead/Art Director/AI prompt: Max Rosell
Creative/Copywriter: Peter Fjäll
Account Executive: Christian Nivelius
Account Manager: Amelie Lagerstedt
Final Art: Olof Rogbrant
Production Company: Adeprimo
Retouch: RBLS

Photography exhibition by the Swedish Armed Forces at the Army Museum, creatively led by Art Director Max Rosell. The exhibit highlights Sweden's support for Ukraine through portraits of Supreme Commander Micael Bydén and images from military training.
Photography exhibition by the Swedish Armed Forces at the Army Museum, creatively led by Art Director Max Rosell. The exhibit highlights Sweden's support for Ukraine through portraits of Supreme Commander Micael Bydén and images from military training.

Ukraine

Försvarsmakten

The Swedish Armed Forces present a photography exhibition at the Army Museum, showcasing Sweden’s support for Ukraine in its defensive war against Russia. The exhibition features powerful images from the training of Ukrainian soldiers on Swedish soil, interwoven with iconic portraits of Supreme Commander Micael Bydén as he signs Ukrainian flags. The Army Museum has provided a space within its premises for this temporary exhibit, aligning it with the ongoing exhibition “Crossroads” to connect historical and contemporary themes.

Creative/Art Director: Max Rosell
Creative/Planner: Lars Andersson
Account Executive/Production Manager: Natalie Rosenberg
Advertising Agency: BANG Agency

Let’s turn construction talk into ear candy

Bengt Dahlgren

Real urban development that makes a difference is sometimes challenging and complex. That’s never stopped us, but not everyone shares our approach. That’s why we invited Hedda Stiernstedt to narrate the report ‘Fire as a Factor in Lifecycle Analysis – How Fire Risk Impacts the Climate Footprint of Buildings’. Take a moment to enjoy some unfiltered urban development.

Creative/Art Director/Copywriter: Max Rosell
Creative/Planner/Copywriter: Lars Andersson
DOP: Jacob Wikmark
DOP/Post producer/Online/Grade: Verena Grahn
Production Manager: Max Rosell, Patrick Walldén
Account Executive: Patrick Walldén
Voice Actor: Hedda Stiernstedt
Advertising Agency: BANG Agency

The RagSock campaign by Max Rosell for Norrenergi – highlighting community warmth through hand-knitted wool socks sold in support of Stockholm’s homeless.
The RagSock campaign by Max Rosell for Norrenergi – highlighting community warmth through hand-knitted wool socks sold in support of Stockholm’s homeless.
The RagSock campaign by Max Rosell for Norrenergi – highlighting community warmth through hand-knitted wool socks sold in support of Stockholm’s homeless.
The RagSock campaign by Max Rosell for Norrenergi – highlighting community warmth through hand-knitted wool socks sold in support of Stockholm’s homeless.
The RagSock campaign by Max Rosell for Norrenergi – highlighting community warmth through hand-knitted wool socks sold in support of Stockholm’s homeless.
The RagSock campaign by Max Rosell for Norrenergi – highlighting community warmth through hand-knitted wool socks sold in support of Stockholm’s homeless.
The RagSock campaign by Max Rosell for Norrenergi – highlighting community warmth through hand-knitted wool socks sold in support of Stockholm’s homeless.
The RagSock campaign by Max Rosell for Norrenergi – highlighting community warmth through hand-knitted wool socks sold in support of Stockholm’s homeless.
The RagSock campaign by Max Rosell for Norrenergi – highlighting community warmth through hand-knitted wool socks sold in support of Stockholm’s homeless.
The RagSock campaign by Max Rosell for Norrenergi – highlighting community warmth through hand-knitted wool socks sold in support of Stockholm’s homeless.
The RagSock campaign by Max Rosell for Norrenergi – highlighting community warmth through hand-knitted wool socks sold in support of Stockholm’s homeless.
The RagSock campaign by Max Rosell for Norrenergi – highlighting community warmth through hand-knitted wool socks sold in support of Stockholm’s homeless.
The RagSock campaign by Max Rosell for Norrenergi – highlighting community warmth through hand-knitted wool socks sold in support of Stockholm’s homeless.
The RagSock campaign by Max Rosell for Norrenergi – highlighting community warmth through hand-knitted wool socks sold in support of Stockholm’s homeless.

The RagSock

Norrenergi

Norrenergi provides sustainable district heating to Solna and Sundbyberg. During the year, a new communication concept was launched: “We make Norrenergi supplies sustainable district heating to the communities of Solna and Sundbyberg. In line with our recent communication concept, “Making Solna and Sundbyberg a Little Warmer,” we are committed to go beyond providing heat. We aim to engage and be a meaningful contributor to Solna and Sundbyberg neighborhoods.

Purpose and goals
Not everyone has warm feet in the winter. Especially Warm feet are a luxury not everyone enjoys, particularly the homeless, whose numbers are sadly on the rise. To address this, we’ve initiated a warming initaive: knitting wool socks. The project is a collaboration with local enthusiasts eager to extend a helping hand to those in need. We sell the hand-knitted socks at raggsockan.se and various local events, and all profits are directed to Stockholms Stadsmission. By providing the necessary materials and offering knitting lessons, we invite the entire community to contribute.

Brief
The advertising for district heating is generic. And boring. It’s drone shots of nice houses, people drinking tea, a cute cat on a radiator, and warm The typical advertising narrative for district heating is boring and generic, often showcasing people enjoying tea, cats luxuriating on radiators, and the comfort of warm showers. Our task was to be different. The RagSock initiative demonstrate Norrenergi’s commitment to spread warmth and highlight our role as an important part of the Solna and Sundbyberg communities.

Creative/Art Director: Max Rosell
Creative/Copywriter: Peter Fjäll
Account Executive: Christian Nivelius
Account Manager: Amelie Lagerstedt, Liam Moorcroft
Content Manager: Mira Blomstersjö
Photographer: Sun Kim
DOP/Post producer/Online/Grade: Verena Grahn
Digital strategi/Ad spend: Sthlm Stratlab
Strategisk projektledare: William Friman
Mediarådigivare: Sofia Hult 
Dataanalytiker: Viktor Lingslunde 
Client: Monica Vilhelmson, Maria Carvinge, Annika Bremborg, Norrenergi
Advertising Agency: BANG Agency

UNICEF’s Absence campaign by Max Rosell, featuring 100 glowing backpacks symbolizing children missing from school due to global education inequality.
UNICEF’s Absence campaign by Max Rosell, featuring 100 glowing backpacks symbolizing children missing from school due to global education inequality.
UNICEF’s Absence campaign by Max Rosell, featuring 100 glowing backpacks symbolizing children missing from school due to global education inequality.
UNICEF’s Absence campaign by Max Rosell, featuring 100 glowing backpacks symbolizing children missing from school due to global education inequality.

Absence

UNICEF

UNICEF actively works to address our world’s global education crisis where around 244 million children are out of school, and 70% of the world’s ten-year-olds lack basic reading skills. BANG’s mission was to assist UNICEF in highlighting the education crisis and increasing engagement for children’s right to education. The goal was to inspire the public to actively support children’s right to education.

Using 100 illuminated school backpacks placed in an empty fictional classroom at Norrmalmstorg, we highlighted the severity of the education crisis. The result exceeded expectations: we reached a broad audience, generated significant funds, and established a long-term partnership with the Akelius Foundation, which doubled the funds raised. The campaign was successful in raising awareness and support for UNICEF’s education initiatives.

Creative/Art Director: Max Rosell
Account Executive: Alexandra Schytt
Account Manager Intern: Sara Sigurlaug, Vidar Hesselstad
Final Art: Lisa Evenås
Motion Graphics Designer: Verena Grahn
DOP/Post producer/Online/Grade: Nugglund AB
Photographer: Melker Dahlstrand, Nugglund AB
Client: Anna Kjellstrom, Daniela Holm Verzola, UNICEF
Advertising Agency: BANG Agency

Awards & Nominations: Spinn Awards

Match ticket campaign for Norrenergi by Max Rosell, featuring billboards in Solna with real AIK football tickets available for community pickup.
Match ticket campaign for Norrenergi by Max Rosell, featuring billboards in Solna with real AIK football tickets available for community pickup.
Match ticket campaign for Norrenergi by Max Rosell, featuring billboards in Solna with real AIK football tickets available for community pickup.
Match ticket campaign for Norrenergi by Max Rosell, featuring billboards in Solna with real AIK football tickets available for community pickup.
Match ticket campaign for Norrenergi by Max Rosell, featuring billboards in Solna with real AIK football tickets available for community pickup.
Match ticket campaign for Norrenergi by Max Rosell, featuring billboards in Solna with real AIK football tickets available for community pickup.

Match tickets

Norrenergi

Norrenergi is the local energy company that provides smart and sustainable district heating. However, it’s not just about keeping homes and places warm. It’s about making things a little warmer everywhere in Solna and Sundbyberg. That’s why Norrenergi supports youth sports and the clubs that enable their activities.

When it was Norrenergi’s turn to be the official sponsor for an AIK football match, we wanted to do something more than just sit in the VIP stands and eat hotdogs. We decided to share match tickets with the community.

We simply taped match tickets to a billboard in Solna. Anyone could come by and pick up their ticket. We were there to put up new tickets throughout the week leading up to the match.

Channels: OOH, Meta, Live, Friends Arena
Target area: Solna/Sundbyberg. 
Total reach: 154 000
Audience during match: 21 176

Creative/Art Director: Max Rosell
Creative/Copywriter: Peter Fjäll
Account Executive: Christian Nivelius
Account Manager: Isabelle Bergqvist
Production management: Liam Moorcroft
Project Assistant: Pelle Nisbel Fjäll
Photographer: Liam Moorcroft, Peter Nisbel Fjäll
Post producer, Online, Grade: Peter Nisbel Fjäll
Digital strategi/Ad spend: Sthlm Stratlab
Strategisk projektledare: William Friman
Mediarådigivare: Sofia Hult 
Dataanalytiker: Viktor Lingslunde 
Client: Monica Vilhelmson, Maria Carvinge, Annika Bremborg, Norrenergi
Advertising Agency: BANG Agency

The Bulletin Board campaign for Norrenergi by Max Rosell, using real local message boards to connect with residents in Solna and Sundbyberg.
The Bulletin Board campaign for Norrenergi by Max Rosell, using real local message boards to connect with residents in Solna and Sundbyberg.
The Bulletin Board campaign for Norrenergi by Max Rosell, using real local message boards to connect with residents in Solna and Sundbyberg.
The Bulletin Board campaign for Norrenergi by Max Rosell, using real local message boards to connect with residents in Solna and Sundbyberg.
The Bulletin Board campaign for Norrenergi by Max Rosell, using real local message boards to connect with residents in Solna and Sundbyberg.
The Bulletin Board campaign for Norrenergi by Max Rosell, using real local message boards to connect with residents in Solna and Sundbyberg.
The Bulletin Board campaign for Norrenergi by Max Rosell, using real local message boards to connect with residents in Solna and Sundbyberg.
The Bulletin Board campaign for Norrenergi by Max Rosell, using real local message boards to connect with residents in Solna and Sundbyberg.

The Bulletin Board

Norrenergi

Norrenergi is the community’s local energy company, dedicated to providing smart and sustainable district heating solutions. Yet, our mission goes beyond just keeping homes and splaces warm. It’s about infusing a bit more warmth and fun into the Solna and Sundbyberg communities.

When it was time to share more about Norrenergi, we wanted to do so in an enjoyable, cost-effective, and very local manner. We believe that Norrenergi should be an integral part of the local community.

So, we opted for an unconventional advertising channel – the local bulletin board. You know the one filled with notices about firewood for sale, lost cats, meditation classes, and art exhibitions. It’s authentic, relatable, and, as mentioned, extremely local.

Creative/Art Director: Max Rosell
Creative/Copywriter: Peter Fjäll
Account Executive: Christian Nivelius
Account Manager: Isabelle Bergqvist, Liam Moorcroft
Final Art: Lisa Evenås
Production Management: Liam Moorcroft
Photographer: Max Rosell, Liam Moorcroft
Post producer/Online/Grade: Max Rosell
Client: Monica Vilhelmson, Maria Carvinge, Annika Bremborg, Norrenergi
Advertising Agency: BANG Agency

Pride campaign for the Swedish Armed Forces by Max Rosell, where public messages on equality were displayed and carried in the Pride Parade.
Pride campaign for the Swedish Armed Forces by Max Rosell, where public messages on equality were displayed and carried in the Pride Parade.
Pride campaign for the Swedish Armed Forces by Max Rosell, where public messages on equality were displayed and carried in the Pride Parade.

Viktigare än någonsin

Försvarsmakten

We celebrate Pride in an uncertain time. War in our immediate area causes anxiety and injustice to a greater extent. The biggest challenge was to show that The Armed Forces protect human equality.

We came up with the idea of a completely white room where visitors could express which rights they thought were important to defend. On the festival’s last day, the Armed Forces then carried the messages written by visitors on the walls in the traditional Pride Parade – a way to show the public that the Armed Forces cares about the public’s opinions.

We managed to create a unique, engaging activation that made visitors feel hope and love. Before the event, the Armed Forces were associated with macho culture, stereotypes, and aggressiveness among the target group. The associations mentioned during and after the activation included freedom, love, inclusiveness, positive energy, and safety. We can proudly say that we managed to change the associations completely.

Creative/Art Director: Max Rosell
Creative/Planner: Lars Andersson
Copywriter: Alba Montheli
Final Art: Verena Grahn
Production Manager: Paulina Levin-Ander
Event Manager: Emelie Hedlund
Account Executive: Patrick Walldén, Claudia Trujillo
Advertising Agency: BANG Agency

Awards & Nominations: Amber Awards, Transform Awards Nordics, Magnet Awards

Tell Me Your Story campaign for Storytel by Max Rosell, featuring a mobile podcast studio capturing local voices across Sweden in a unique PR activation.
Tell Me Your Story campaign for Storytel by Max Rosell, featuring a mobile podcast studio capturing local voices across Sweden in a unique PR activation.
Tell Me Your Story campaign for Storytel by Max Rosell, featuring a mobile podcast studio capturing local voices across Sweden in a unique PR activation.
Tell Me Your Story campaign for Storytel by Max Rosell, featuring a mobile podcast studio capturing local voices across Sweden in a unique PR activation.

Tell me your story

Storytel

All cities have a story. For younger people, it’s not necessarily something written down in a book. With that in mind, the concept: Tell me your story was born – a PR tour with the aim of creating interactivity, and commitment. It was time for new voices to be heard and alternative stories to be told. So we came up with the idea of a mobile podcast studio where locals from the cities visited could share their stories related to the town. A number of stories were selected from each city, compiled, and published in the Storytel app.

We created a unique, relevant, and authentic event. The result: A different sound journey from Helsingborg in the south to Umeå in the north – a completely new concept. Never before has a similar tour been held in Sweden. 

The PR activation became immensely popular, and Storytel got over 10.000 effective customer meetings. The response from the target group was unanimously positive, and during the tour, Storytel got massive publicity from different local newspapers that described the event as unique, creative, and fun. Furthermore, the podcast created from the recorded stories got very popular and is rated 5/5 stars.

Creative/Art Director: Max Rosell
Creative/Account Executive: Patrick Walldén
Creative/Planner: Lars Andersson
Creative/Copywriter: Alba Montheli
Motion Graphic: Verena Grahn
Production Manager: Stina Andersson
Event Manager: Emelie Hedlund
Advertising Agency: BANG Agency