Case: Let’s Bank with Fredrik ‘Benke’ Rydman and Marginalen Bank.

If you’ve followed this blog and me for a while you know I’ve been heading the work of making one of Sweden’s newest brands come to life – The Marginalen Bank.

It’s a fantastic assignment where I’ve together with Caroline Karlström have been given the honor of both creating the actual brand as well as establish it and building it on the Swedish market. Read more about that here and here.

Today another chapter in the Marginalen Bank branding story was written.

This morning our latest move to continue differentiating the bank from it’s competitors went live. And I’m damn proud of the results. The challenge was to create a concept that continues to build the Marginalen Bank brand in a positive way and emotional way. We felt we needed to innovate the creative concept we had previously worked with and move beyond illustrations but still stay within the areas of art and creativity. With this in mind we created a new communication platform that truly emotionalizes the brand, creates awareness and hopefully creates positive results.

The idea: Have creative people within the cultural industry interpret different key aspects of Marginalen Bank’s business areas.

We teamed up with the fantastic dancer, and great personality Fredrik ‘Benke’ Rydman, more known to some of you for being one of the founders and creative leaders behind the dance group Bounce. (If you don’t know of Bounce chances are that you probably know about the Flashmob tribute Bounce performed when Michael Jackson died.) Today Benke is running his own dance studio House of Shapes in Stockholm as well as creating dance concepts of different kinds.

My creative brief to Benke was short: How would you interpret economical balance in 30 seconds. He then created the choreography while I took lead of the creative direction of the visual and musical expressions.

The results:

Marginalen Bank presents: Fredrik ‘Benke’ Rydman interpreting economical balance.

The TVC was shot this summer at the Independent Studios in Stockholm. Last year I produced a film for Svenska Spel together with Isak Sjöholm and his production company Isprod. Isak have been doing fantastic stuff for WESC and given the fact that I personally know Greger Hagelin, the man behind that WE, I felt we would do good by working with Isak once again. Said and done.

The making of the Marginalen Bank – Benke TVC.

The Outdoor advertising

Together with photographer Andreas Lübeck we created a set of images to be used both on outdoor advertising as well as in tactical activities both of and online. Here’s a couple of examples:


So there we are. If you’re in Sweden the next couple of weeks you’ll probably feast your eyes on some of these executions.

Have a great day!


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Curiosity. My greatest asset. Born 1971 and Raised in the suburbs of style city Stockholm, creativity was always a part of growing up. With a background as a former snowboard professional (with among others Greger Hagelin from WE and Per Holknekt from Odd Molly as sponsors) and one of the few in the world who nailed a 1440° spin, I started my career on the buyer side. Marketing exclusive golf brands such as Mizuno, King Cobra and Goldwin gave me insight into the demands of advertisers and consumers but foremost the complexity behind how products actually make it into the stores. Always full of ideas, I felt I needed to move on to the creative side of the business. Internet, on the rise in Sweden drew me into the digital revolution already in 1994. In 1998 however I joined Framfab, one of the late 90’s fast-moving companies. As a concept developer and key account manager I parted in creating award winning projects for clients like Vattenfall , Bredbandsbolaget, Nike Europe and Volvo Cars. I also held a position within Framfab Innovation. The incubator of new ideas within Framfab. After Framfab had grown in just two years from 130 employees to 3400, I felt I needed to move to a smaller organization. Abel & Baker - in 2001 the worlds most awarded digital advertising company attracted me. At A&B I tool part in winning the global account for adidas, but I also worked with MTV, Nokia, Toyota, Årets Kock, ICA and the Red Cross. In 2002 I left Abel & Baker to found something of my own - Foreign. Foreign - an ideas creator with focus on the communication of tomorrow - based in Stockholm, Sweden. Foreign quickly grew to 27 employees and was awarded in the Cannes Lions, D&AD, New York Festivals, London International Advertising Awards, Epica, Clio, Cresta and other award shows every year since start up. Foreign launched both digital and integrated global campaigns for BMW Motorrad, MTV, H&M, IKEA, Omega, Beckers, Com Hem, Intersport, Kosta Boda, adidas International and many more. In September 2008 I took the decision to close Foreign down after almost 7 years. I’m now consulting within the same business on my own. Apart from Foreign I’ve also founded and Co-Founded Thru the years, leadership and success has been important, but enjoying life, loyalty and sincerity is what drives me further. I consider my part in motivating adidas to let fairly small Foreign handle adidas global digital World Cup campaigns my proudest moment in business. The birth of my two daughters Ebba & Linn is my proudest moment in life.

  • Blomman

    Thin line on the outdoor adverts between “funny guy in a studio with crazy colors” OR “professional dancer with relevant message for a bank”. For those who recognize him – yes probably kind of ‘crazy’ but for everyone else… not so sure.

  • @Hopjoh

    Yep, I have to agree with @Blomman with this one. I supposed you have done research proving that “Benke” is a wellknown caracter in the targetgroup otherwise it will certainly run the risk of coming up short. It is fairly easy to create fun, creative ads. The really hard part is to create fun, creative ads that deliver the intended result. A result that you can measure. I would really be excited/intrested in seeing a follow up on the results. Especially if it didn’t work, and why. Thaat would truly be educational. Speaking of creative communication. Is it not funny how thoughts/ideas seem to develop simultanously? Have you seen the new commercials (by John Doe Worldwide) for Norrmejeriers new cheese? The creative idea is exactly like the one here. “Let creative persons interpret the taste/offer”. What are your thoughts on that.

    Your sincerely,

    Johan Hopstadius

  • Johan Ronnestam

    The effect is extremely positive.

  • Johan Ronnestam

    This is not intended to be a ‘fun’ ad. It’s intended to create the right emotional effect – something we are confident it does. When it comes to Norrmejerier – I’ve seen those. We presented our idea to client about a year ago and all I can say is that sometime these things happen. However – to me Norrmejerier is only a ‘fun’ idea that does not create any specific brand values except laughter and recognition (which is absolutely not wrong for them) where as we do something else.

    All in all I don’t care – can’t do anything about it now so :)

  • ?i?me bebek

    Great pictures!

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