Category: Publications & Media
Advertiser: EXPRESSEN
Product/Service: TABLOID NEWSPAPER
Agency: KING
Production Company: ESTEBAN, Stockholm, SWEDEN
Date of First Appearance: Mar 14 2011
Creative Director: Frank Hollingworth
Copywriter: Pontus Thorén/Jens Englund
Art Director: Nima Stillerud
Account Supervisor: Mattias Bohlin
Producer: Sofia Wall
Director: Axel Brûgge/Markus Ernerot
Post Production: Riviera
Account Manager: Åsa Slättegård
Planner: Lia Forslund
English Description
Swedish tabloids, like tabloids anywhere, are by many considered to be of evil. Their revealing journalism are often offending to people. But there´s sertainly also a good side of this journalism. By keeping an eye on powerful people they become less powerful.
If papers like Expressen didn´t exist the abuse of power would probably be more spread. There would simply be less for state and business officials to be afraid of. Expressen surely makes powerful people think twice when the temptation is there.
A third powerful group of men decides to remove their bonus cap. They all are very excited when they suddenly come to think of Expressen, and change their minds.