Magical Deals

Coop

For Coop, we introduced a delightful team of little Christmas elves, capturing the classic Swedish Julkalender spirit and presenting Magical Deals.

The campaign performed exceptionally well, with strong reach and engagement across all platforms. Meta delivered cost-efficient reach across target demographics, and Snapchat significantly overperformed among younger audiences. Display ads attracted over 8,000 clicks with high engagement, and the TV campaign reached over 4.2 million viewers, surpassing expectations. Out-of-home and print media exceeded delivery goals, maximizing visibility during the critical holiday season.

Creative Lead/Art Director: Max Rosell
Creative/Copywriter: Sara Nydrén
Creative/Art Director: Magnus Färnström
Account Executive: Christian Nivelius
Account Manager: Amelie Lagerstedt
Planner: Lars Andersson
Advertising Agency: BANG Agency
Production Company: Thirsty Film
Director: Magnus Jälthammar
Cinematography/Edit/Grading/Online: Ulf Gärdin
Second Camera: Josef Persson
Gaffer: Thomas Mets
Assistant Electrician: Jasper Mets Håkansson
Focus Puller: Emil Kullberg
VFX/Puppets: Ulf Lundén
Sound/Music: Markus Hasselblom
Packshot 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

Not Just a Bag of Trash campaign for Städa Sverige by Max Rosell – featuring youth athletes cleaning nature and raising 8.8M SEK through yellow bag cleanups.

Not Just a Bag of Trash

Städa Sverige

A print ad for a new communication concept for Städa Sverige (Clean Sweden), which works with local youth sports teams to keep Sweden litter-free. They serve animals and nature through environmental projects, where young athletes are tasked with cleaning up litter in their local communities. Their most famous effort is the cleanup with the yellow bags along Sweden’s roads, but they also run projects focused on cities & municipalities, coasts, nature & rivers, and water. This time Vanessa Kamga a Swedish athlete specialising in the discus throw joined our team.

In 2023, 26,119 participants filled over 21,000 yellow bags with litter from Sweden’s natural areas, raising 8.8 million SEK for Swedish youth sports!

Creative/Art Director: Max Rosell
Creative/Copywriter: Alba Montheli
Account Executive: Christian Nivelius
Photographer: Michel Szabo
Retouch: Christer Avebjer
Advertising Agency: BANG Agency

AI-generated imagery for Boulebar Liljeholmen, developed by Max Rosell for the ‘Perdre la boule’ campaign exploring playful surrealism.
AI-generated imagery for Boulebar Liljeholmen, developed by Max Rosell for the ‘Perdre la boule’ campaign exploring playful surrealism.
AI-generated imagery for Boulebar Liljeholmen, developed by Max Rosell for the ‘Perdre la boule’ campaign exploring playful surrealism.
AI-generated imagery for Boulebar Liljeholmen, developed by Max Rosell for the ‘Perdre la boule’ campaign exploring playful surrealism.

Perdre la boule

Boulebar

AI-photography for Boulebar (Liljeholmen). I collaborated with the Boulebar team at the agency to create AI-generated photos, achieving excellent results.

Art Director/AI prompt: Max Rosell
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

Bee-Tee

Blue Tactics

Blue Tactics is a cybersecurity brand identity built around visibility, awareness, and fast response in a changing digital world. At the center of the identity is Bee-Tee — a custom whale symbol with an integrated eye, representing smart detection, awareness, and the ability to spot threats others might miss. The whale also symbolizes the ability to dive deep into the unknown, exploring hidden layers beneath the surface.

The typography has a slight forward angle to create a feeling of movement, speed, and precision, reflecting the company’s tactical and responsive approach to cybersecurity. Together with fluid ocean-inspired gradients and dynamic visual elements, the identity combines technology and trust with a calm but alert feeling.

More than just a logo, Bee-Tee was designed as a flexible visual system with different states and motion-inspired variations, helping the brand feel modern, adaptive, and alive across digital platforms.

Creative/Art Director: Max Rosell

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.

Article in Resumé about the activation.

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