Johanna Callin

This year, the most common day to commit suicide also happened to contain Mind’s suicide prevention number. Since the phone number exists to help those who suffer from suicidal thoughts, we decided to use the number itself to reach those who need help when they need it most.

TRANSLATION

2019 01 01

Ring in the new year.
Do you suffer from suicidal thoughts?
Sometimes a phone call can make all the difference in the world.
Call our suicide prevention number: 90101

CREATIVE TEAM
Johanna Davis, Copywriter
Martin Baude, Art Director
Lina Franzon, Copywriter
Sofia Nordström, Art Director

BACKGROUND

Stockholm Gas wanted to promote sustainable biogas to already existing customers, making their cooking more sustainable. This quickly led us to the question: “what is sustainable cooking?”.

Food today is produced with great margins. More than 300 thousand tonnes of margins actually. 300 thousand tonnes of food is thrown away in Sweden every year, simply because we produce more food than we need. That’s just not sustainable.

So, how could we promote biogas and talk about the benefits of sustainable cooking in a way that makes it easy to understand?

IDEA:

Together with the Swedish celebrity chef, Paul Svensson, who is known for his sustainable cooking and way of thinking, we opened up a food truck. Our food truck, however, wasn’t your typical fast food truck. Instead of cooking your meal upon order, we started to grow the ingredients. That way, we only had to produce the amount of food needed, with no margins being wasted. Tacos ordered in April were served to the patient customers in September, proving that sustainability, quality and food go hand in hand.

CREATIVE TEAM
André Persson, art director
Martin Baude, art director
Johanna Davis, copywriter

FATTA! is an organisation that works against sexual violence. The week of International Womens Day, the Swedish defense alarm, a signal meant to warn the public in case of danger, was tested for the first time this year. We decided to take the opportunity and let women raise their voices against sexual violence and drown out the Swedish Defense Alarm, as a reminder that half of the population lives with the threat of this danger every day.

CREATIVE TEAM
Johanna Davis, copywriter
Svante Ahlman, copywriter
Elin Hjelte, art director

During my time at Seventy Agency, I helped shape the global launch campaign for the brand-new consumer-tech company Nothing.

My role included copy for the community launch, the idea and script for the brand’s manifesto film, and the creative concept for its first product, Ear (1) – Sound of Change.

BRIEF
Create a new creative concept for Gliss that communicates one simple message: Gliss repairs damaged hair.

IDEA
We wanted to shift Gliss’ focus from the science of hair repair to the people behind the damaged hair: the women using the products.

By looking at what causes the damage in the first place, we made the need for Gliss feel more human — and put its customers in the spotlight.

Together with an art director colleague, I developed the creative concept: “Do what you love. Gliss Repairs.” I also wrote the scripts for the first ads in the campaign.

BRIEF
Encourage more Swedes to eat “smörgåstårta” on the National Day of Sweden, which is celebrated on June 6th.

IDEA
The National Day of Sweden and the traditional Swedish “smörgåstårta” actually have something important in common: they’re both multi-layered traditions.

CREATIVE TEAM
Johanna Callin (Copywriter)
Josefin Fridlund (Art Director) 

Everytime we do our laundry, microplastics are released into the water and flushed into our oceans. Synthetic materials, such as polyester, are the worst. The problem is they’re also the best materials to exercise in. And to make matters worse, your exercise clothes need to be washed after every use to avoid infections.

This gym bag is made out of Polyamid 6.6, a completely new material that filters out microplastics from the water. And it doubles as a washing bag. This means that Adidas customers can keep washing their exercise clothes after every workout, without adding to the great amounts of plastic being released into the oceans.

Awards

D&AD New Blood 2018, Yellow Pencil
One Show The Young Ones 2018, merit

Fictional case