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SBAB

About SBAB

Cutting through a noisy housing debate

The brief: help the state-owned mortgage bank promote solutions for a more sustainable housing market. Be cool, be fresh, cut through the clutter of 2018 election noise. Our take? Get comedian Björn Gustavsson and singer-songwriter Julia Frej to grab the mic, sit back and watch things go viral big time. Like, no 1 ad on YouTube ads big.

The challenge

Prior to the Swedish general election in 2018, the state-owned mortgage bank SBAB wanted to highlight its initiatives for a more sustainable housing market. Our brief was to create a fresh voice to break through the noisy housing debate.

Spotify playlist viewed on a smartphone

Our solution

We let the comedian Björn Gustavsson and singer-songwriter Julia Frej grab the mic. Then we dropped the beat and went viral with a trap song and a Childish Gambino inspired music video about the housing challenges facing young adults.

The music video turned out to be the best performing ad on YouTube in Sweden (YouTube Ads Leaderboard Sweden) and the song made it to a second place on the Sweden Viral 50 list on Spotify.

The results

  • #1YouTube Ads
    Leaderboard Sweden 2018
  • #2Spotify
    Viral 50 Sweden