Continuing building the Marginalen Bank brand with a new commercial

As of monday this week you can spot the latest TVC created for Marginalen Bank.

This sweet little flick is the latest short film (I see it more as a short film than a TVC) in a series of three (1 & 2) created by me for Marginalen Bank, the brand I took part in developing and launching last fall. This time I’ve written and Art Directed it. As usual I’ve partnered with Caroline Karlström to make sure the project was delivered on time and quality. This time we contracted Mr Potemkin, aka Magnus Östergren to make sure the dream came alive.


Malin Erkonnen made us all smile with her fantastic illustrations and finally as always we had Erik Heusler produce the music.

This is of course just one of many activities going on right now but I wanted to share this little beauty with you.

I hope you like it!

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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.

  • Johan Crona

    Interesting to follow your work!

    Im curious to know if you worked anything with the internal process at Marginalen Bank, for exampel how the customer service processes should be implemented. Big part of the brand of a bank is how the clients perceive the quality in their personal interactions with the bank. Does your work include this part of the brand development as well?

  • Jennifer

    It is kind of funny, I saw this TVC yesterday for the first time – and I thought of it as really cute, wondering what it was all about – until I saw the red little name. However, I found your blog today when searching for some ethics blogs to follow for an assignment in school. Such a coincidence! 

  • Johan Ronnestam


    That’s a part of branding as well. What and how we’re involved in that – I’d like to keep to myself for now :)

  • Johan Ronnestam

    Small world :)

    Lycka till i ‘skolan’

  • Helen Kreutz-Bolander

    I saw the other day and wondered if you and Caroline was still involved with Marginalen. It made me think that maybe I really should look into getting a new bank after all :D

  • Johan Ronnestam

    :) Glad to hear!

  • Leekaiser

    The feeling i got during this ad: “feeling small, stepped on”,  -we need to grow, or we die is totally and utterly terrible, and then symbolize this into some black and white ubersized, almost in a stompers boot party. The design is very good, not very well directed. i give it 2/5

  • Johan Ronnestam

    :) Different than most. It works very well

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