# Svana

> YouTube films for Svana, the campaign that turned the Nordic Swan Ecolabel into a verb, in three versions co-branded with Länsförsäkringar, JM and Marbodal.

- Case study: https://tiedtke.se/work/svana/
- What it was: Campaign
- Client: Svanen, the Nordic Swan Ecolabel
- Year: 2020
- Medium: Video
- Gabriel's role: Directing, Editing

## The challenge

Svanen wanted people to see sustainable choices as an everyday habit rather than a big decision, so it launched a new word, “att svana”, covering everything from recycling and taking public transport to choosing Swan-labelled products. The films had to work as skippable YouTube ads and flex for three partner brands with very different products.

## The approach

I directed and edited a 35-second film built from everyday moments where the Swan label quietly shows up: a bus ride, tomatoes in the pan, laundry on the line, a terrier in a scarf, a record spinning, a train crossing the snow. The ending changes for each partner: “Svana* ditt sparande” (your savings) with Länsförsäkringar, “Svana* din nya bostad” (your new home) with JM, and “Svana* din köksdröm” (your dream kitchen) with Marbodal. Every version opens and closes on the word being typed, with a red spell-check squiggle under it. Spell-check suggests “savanna”; the cursor clicks “Add to dictionary” instead, and the squiggle disappears.