Swedish Armed Forces : What Are You Doing - Balloon

Better things to do?

Published On
Jan 21, 2013

Editor's Pick

The partnership between Swedish Armed Forces and DDB Stockholm has yielded brilliant work in the digital space. They've tested the mental acuity and endurance of potential recruits, and in a more recent effort, they coupled a real world event with social media, trapping a person in a room all by himself and freeing him only if another person stepped in to take his place. The latest effort, however, takes a more simple tack with a series of hilarious spots directed by B-Reel's Mikael Marcimain capturing people immersed in various pursuits that become totally ridiculous when you consider what else they could be doing.

Featuring a young man and a balloon, a woman at breakfast, an anal homemaker and a classic videogame fan, the superb performances and gorgeous details help to paint a picture of complete absurdity.


Jan 22, 2013
Brand :
Swedish Armed Forces
Client :
Swedish Armed Forces
Agency :
Creative Director :
Magnus Jakobsson
Creative Director :
Fredrik Simonsson
Art Director :
Lisa Granberg
Art Director :
Daniel Menck
Digital Producer :
Elisabet Halming
Graphic Design :
Leif Blondell
Graphic Design :
Johanna Lundblad
Digital Director :
Petter Eriksson
Developer :
Alexander Ekman
Retouch :
Christian Bjornerhag
Print Production Manager :
Anna Hellenberg
Executive Producer :
Mattias Coldén
Production Company :
Director :
Mikael Marcimain
Producer :
Lia Eliasson
Line Producer :
John R Hallstrom
Director, Photography :
Jallo Faber
Editor :
Gustav Ostrom
Editorial Company :
Grading :
Smoke & Mirrors
Online :
Peter Marin
Sound Design :
Sound Design :
Radio Production :
Flickorna Larsson
Banner Production :
Copywriter :
Martin Lundgren

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Project Type