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2018 Svenska Designpriset nomination.
CONCEPT:
It's often said that hard work tops talent and that the secret to success resides within the sum of your routines. No one knows this better than Zlatan himself.
Born out of his own bag and designed in his home country of Sweden, Zlatan Sport is a distinct range of grooming products that blend high quality with simplicity so that anyone, regardless of experience, can use them as a part of his daily routine.
From a design perspective, the number system on the bottles was created both as a strong tie to the athletic world where Zlatan comes from, but also as an intuitive way to categorize the product line and ensure its future scalability.
On a conceptual level, our ambition was to tap into the daily routine and place these products at its core. Both for practical reasons, but more importantly to highlight that its through our routines that we create the best versions of ourselves. And to accomplish this, you don’t need the most expensive or most overcomplicated products; you need the right products, and The Right Routine.
EXECUTION:
The starting point for our creative output was to first land a concept, then design the larger picture or “creative architecture” that would serve as our roadmap in generating as much content as possible from a single 3-hour production. In order to do that, we needed to define how each asset works to serve the larger picture and ensure that we’re thinking native first and working our way back (vs. jamming the same content in every channel in the same format, and attempting to pass that off as best practice).
The result: A campaign comprised of 1 main commercial film, 1 behind the scenes interview film, 4 short teaser films, 8 short product-by-product films, 60+ behind the scenes images of both Zlatan & products on location with room to spare for creating additional assets such as gifs, stickers, stories and more.
McCANN:
Project Manager: Peter Kamstedt
Production Manager: Cajsa Correa
Creative Lead & Interviewer: Chris Lawrence
Digital Creative: Johan Mott
Digital Strategist: Emil Esselin
Digital Director: Johan Eklund
Copywriter (SWE): Marcus Sjöberg
Editor: Hannes Falk
Stills Photographer: Filip Ramström
SDG:
Client Director: Johanna Smed
Design Director: Henrik Walse
Interactive Designer: Isabel Norström
Creative Director: Nils Jensen
Planner: Rebecka Gustafson
Production Manager: Pia Lundström
OMANOVIC PRODUCTIONS:
Exec producer : Adi Omanovic
Exec producer: Mak Omanovic
Producer: Morgan Röhl
Director: Adi Omanovic
Director: Mak Omanovic
Director Of Photography: Haris Milvic
UK PRODUCTION: CHIEF PRODUCTIONS
Production Manager: Luke Filz
Production Assistant: Ruth Jones
Runner: Gabriel Philips
Camera Operator: Barney Batchelor
Camera Assistant: Aidan Bryan
Camera Assistant: Matt French
Sound Recordist: Martyn Ellis
Gaffer: Kevin Elley
Spark: David Melville
Make-up & Hair Stylist: Mandi Gaffey
Editor: Joachim Nakawaga
Colour Grade: Marting Steinberg
Sound Designer and Mix: ANDERS KWARNMARK
Online: Kalle Lundberg
BAGGPIPE STUDIOS (MUSIC):
CEO: Alvora Larsdotter
Producer: Yei Gonzalez