Fackförbundet ST – Sweden’s biggest union for state workers – asked us to create a campaign for, and to, their 90.000 members. Helping swedes with everything from taxes to parental leave, public transportation and student loans – ST’s members truly are the backbone of the Swedish society.
But being the backbone can also mean being in the backlight, and ST’s members are often being taken for granted. Therefore we wanted for the campaign to shine a light on these overshadowed everyday heroes, and at the same time show of the pride that they take in working for the state – for the people.
The film was being broadcasted on TV, cinemas, and on social media, and posters from ST with a ‘Thank you’ speech were put up on each state work place.
And a little sneak peak from behind the scenes …