Swedish Armed Forces (SwAF): We Go All The Way [presentation image]

Credits & Description:

Country: Sweden
Advertiser: Swedish Armed Forces
Product: Swedish Armed Forces
Agency: Volt, Stockholm
Entrant: Volt
Production Manager: Camilla Ryttare
Planner: Cornelia Wangel
Strategist: Henrik Stampe
Final Art: Åsa Stjärnquist
Pr-strategist: Martina Larsson
Art Directors: Jörgen Berglund, Johanna Johansson
Copywriters: Petter Nylind, Daniel Jakobsson
Project Manager: Malin Almqvist
Production Manager: Camilla Ryttare
Planner: Cornelia Wangel
Final Art: Åsa Stjärnquist
Account Director: Henrik Stampe
Photographer: Henrik Bonnevier
Published: August 2017
Description:
For this year’s Pride Festival in Stockholm, The Swedish Armed Forces wanted to show their support. Their work towards equality comes with the constant duty to protect our rights for boundless love and self-expression, and they wanted to celebrate both the men and women within the Forces that carry out this duty every day and everyone walking in the parade. The message was loud and clear - we are prepared to go all the way.
The ad, together with the same message on the Swedish Armed Forces social media channels, sparked an enormous response.
We Are Prepared to Go All the Way. Your right to live the way you want with whoever you want – is our duty to defend. And we will do whatever it takes. Read more about how we protect freedom and our righto choose the way we live at forsvarsmakten.se.