In this campaign for Åhléns department stores, we wanted to show what the people of Sweden really look like in 2015. The campaign is called “Nordic Shades”, referring to the classical Nordic colors of the garments. But there is also a more important interpretation of it: the definition of what’s considered Nordic is ever changing. Even though many different ethnicities make up the Swedish population, it is rarely reflected in ads, tv-shows and magazines. A lot of people are excluded – a big problem considering the media should reflect what society really looks like.
The campaign sparked a loud and important discussion, resulting in news articles, think pieces and tv debates about inclusion and diversity in media. Hopefully it contributed to more Swedes feeling welcomed and represented in the public space.