Försvarsmakten – We don’t always march straight.
Usually when The Swedish Armed Forces put paint on their faces it is to camouflage themselves.
During EuroPride 2018 they wanted to do the opposite – they wanted to be seen. They wanted to make a statement with the potential to echo across Europe to show that they stand up for the values they’re tasked with defending, and the equal worth of all people regardless of their sexual orientation, gender identity, or gender expression.
We created a campaign based on one image complemented with a strong copy to convey a message that couldn’t be overlooked.