Forsman & Bodenfors' Campaign for Swedish Supermarket Wins Cannes PR Grand Prix

Project by Coop Studied the Effects of Organic Food on a Family

By Alexandra Bruell. Published on Jun 21, 2016

Editor's Pick

Swedish creative shop Forsman & Bodenfors' "The Organic Effect" for client Coop took the top prize for PR at the Cannes Lions International Festival of Creativity. The winning campaign, which furthered a cause and generated impressive sales results, continues the trend of creative agencies winning the top prize in the PR category.

In "The Organic Effect," Swedish supermarket client Coop partnered with the Swedish Environmental Research Institute to study and document what happens to the members of a family, and their bodies, when they switch from conventional food to organic food. The study and documentary showed that when the family switched to organic food, both the occurrence and the number of pesticides were reduced. The video was viewed 35 million times, sales of organic food grew sharply and Coop had its best year in two decades.

"It got people to pay attention in a surprising and somewhat alarming way and it caused a change in business," said John Clinton, North American head of creative and content at Edelman and PR jury president. "We found that to be worthy of the Grand Prix."

Read more about the category winners over at

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Jun 21, 2016
Advertising Supervisor:
Frida Jarlbäck
Forsman & Bodenfors
Co-op (Sweden)
Advertising Supervisor:
Maria Eriksson
Account Supervisor:
Anders Härneman

Account Manager:
Lena Grundström
Account Manager:
Patrik Danroth
Art Director:
Johan Eghammer
Art Director:
Johanna Hofman-Bang
Johan Olivero
Viktor Brittsjo
Axel Soderlund
Creative Planner:
Amelie Sandström
Creative Planner:
My Troedsson
Desiree Maurd
Maja Bredberg
PR Agency:
Agency Film Producer:
Asa Hammar
Agency Digital Producer:
Asa Hammar
Agency Digital Producer:
Helena Ward
Agency Film Producer:
Helena Ward
Production Company:
Acne Production
Post Production:
Nordisk Film Shortcut
Marcus Svanberg
Kristofer Larsson
Production Manager:
Anki Gyllengård
Director, Photography:
Anders Jedenfors
Henning Mark
Sound Director:
Plop Produktion AP
Media Partner:
Carl Dyrssen
Jenny Canborn
International PR:
Jenny Canborn

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