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September 01, 2009
Saab: change perspective

In Sweden, Lowe Brindfors has launched a new brand campaign for Saab featuring a TV spot and a website that want to remember consumers how cool and fascinating the brand is. The starting point maybe is a bit ambitious, but the result is astonishing. As said, the first piece is a beautiful Tv commercial that takes you through the world of Saab.

I strongly reccomend you to continue the experience online, as this is the kind of website that makes me love digital brand communication. Super interactive and engaging, it is perfectly integrated with the above the line content and, pardon my brutality, it makes you love Saab even if you couldn't care less about cars.

There are several chapters to explore, but the "moose" is definitely my favourite.

Comments on this entry

Fantastic! Thanks for the tip!

Posted by: Svensson at September 1, 2009 10:44 AM


Impresive indeed! Did you notice how the music changes when you take turns with the pencil in the "Driving section"? It becomes more playful and bombastic! These are the little details that elevate good work to excellent experiences :-)

Posted by: Buzzing Bees at September 1, 2009 11:11 AM


Extremely nice! I totally agree. Thanks for sharing this one.

Posted by: Svensson at September 1, 2009 11:35 AM


Nice indeed.

And the question whether we see a nice skin, or true 'inner beauty', a meaningful brand. Reminds me of Bernbach, who once said that the difference between art and advertising is that there's strategy in advertising. And I think even more...meaning in people's everyday lives. The hardest part in realizing an outstanding company lies in facing the responsibility you have as a company and maximizing true value, towards every single stakeholder. That's where the real creative challenges appear.

Despite the fact that it is a nice piece of work, I wonder what it'll really bring Saab, or any of its stakeholders.


Janneke Zuidhof
Creative Brand Strategist

Posted by: Janneke at September 2, 2009 10:25 PM


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