The Social democrats, Sweden’s largest political party, needed a repositioning
– from conventional and dull to vibrant and visionary.

We brought forward the underlying value-based belief system rather than specific day-to-day issues. We coined the slogan “Alla ska med. Så enkelt är det” (Everyone's included. It's that simple.) which set the agenda for the entire debate.

The aim of election campaign was to focus on the politics rather than the politicans, and the underlying values rather than small everyday policies. Adhering to our strategy that "Alla ska med" (Everyone's included) and always using people as the bearers of all communication we created several different executions specifically geared towards different target groups and points in time.

This campaign introduced a new look for the party and the new theme-line "Alla ska med. Så enkelt är det" ("Everyone's included. It's as easy as that"). The idea was so powerful and threatening to the opposition that they needed to counter it somehow - so they copied it in own their campaign. Literally.