Kommunal just won a bronze for "best integrated campaign led by PR" in Eurobest, for this idea where Anna Nordström, chairwoman of the largest union in Sweden becomes a man to make a point.

The campaign included taking over a page on tops to get a raise in Sweden's best selling tabloid newspaper. A print campaign that ran in all national newspapers showing Anna's makeover ran at the same time.

Meanwhile anyone could use a simple photo-app where you ladies could prepare yourself for a raise by taking a selfie and turning into a man. And so the largest union in the country just lobbied everyone, educating the public on how much a wage-gap there still is in Sweden, while making it a hot-button issue that politicians will have to look at in the coming election.

Advertising Agency VOLONTAIRE Stockholm, SWEDEN


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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm after growing up in Kiruna, Raleigh and Jiddah.