David Aronson

How do you sell a $155k car to someone who already has several expensive cars in the garage? We knew that our target audience valued unique objects and experiences more than performance and product benefits. So when “upcycling” was a hot topic and art was in the center of attention because of NFT’s, we introduced a unique currency for purchasing a unique car. Simply put, trading a collector’s item for art.

Balenciaga’s Spring Summer 2017 collection featured a series of handbags inspired by bags that are part of popular culture. One of them is remarkably similar to IKEA’s blue shopping bag FRAKTA. We decided to flirt back with an instant response.

Our task was to launch the first line of men's products from Dove. The target audience was 30-50 year old men and to reach this group in the biggest way possible, we premiered this TVC during the 2010 Superbowl. This TVC has been translated into 17 different languages, and aired in 37 different countries around the world.

Sweden’s largest telco wanted us to come up with a PR idea that showed how 5G is relevant for everyone, in a way that was interesting for the general public. 5G has the power to solve humanity's biggest challenges, but to make it understandable and interesting we needed to make it fun.

Telia teamed up with an agricultural robotics company and used 5G-powered field robots for precision farming. A high-tech method that not only resulted in less pesticides, but better taste, longer shelf life, and a larger harvest. The 5G-onion was born. 

We created a campaign for Doctors of The World (Médecins du Monde) that focused attention on women’s reproductive rights ahead of a special conference at the United Nations.

It's no secret that car advertising focuses on things like speed, stereotypes, cars in 45-degree angles and dated macho mannerisms. Our mission was to launch the all electric Polestar 2. So our solution became the concept of "Goodbye Normal" where we bid farewell to what we consider harmful in the car industry. As part of the global campaign, we said goodbye to one of the most damaging standards in the car industry, the good old combustion engine.

Löfbergs is a family-owned Swedish coffee brand founded 1906. For swedes, morning coffee is the most important cup of the day. No other coffee brand was focusing on the morning, so we decided to do just that. But why is morning coffee so important? It’s the starting point to help people find the energy and motivation to get up in the morning, to do what they believe in, get excited about and love. The communication concept “Get up for something” was born. We launched with a brand campaign asking Sweden what they get up for – making Löfbergs synonym to finding motivation every day.

One of Sweden’s largest mobile operator Telenor asked us to promote their family plan. To stand out in a generic market we thought; why not make it possible to add the family dog? By inventing a new offer we made it possible.

Volvo Car Mobility or as they are called, M, offer access to cars that can be booked via their app in all major cities in Sweden. Our re-launch for the brand was a statement talking to people who own cars, but also to the ones who might not even like them at all.

IKEA is all about democratic design and our brief was to find a simple and powerful way to explain to the world what it means. So we decided to make the world's most expensive film about a plastic bag.

The tagline “Come As You Are” symbolizes what McDonald's is in France—a place where everyone is welcome regardless of social class, race and age. But it’s also a place where you can go no matter how you feel without judgement. 

Pen Store's main target audience are artists and illustrators. With Donald Trump on his way to the presidency it was time to let our pens speak, and show the power they can have by bringing artists together.

For the Breast Cancer Awareness Month, we created a social campaign for France under the hashtag #AuNomDesSeins (In The Name Of Breasts).

Can an EV from Sweden become the travel companion you never thought you could have? In the summer of 2020, Polestar released the Polestar 2. The first car in the world with a built-in Google Android system. In this global campaign, the human aspects of the car were highlighted by showcasing the many benefits of the system.

To launch CanalSat’s temporary “Apocalypse Channel” we created an experience where you had to pick one friend to survive the apocalypse with. Using the visitor’s and his friend’s photos and face fusion technology, we morphed their two faces together and gave them a glimpse of what the future had in store for them. 

For the French Lottery we created a series of TVCs centered on the tongue-in-cheek idea of "rich people problems."