CAMPAIGN CRAFT: PORTFOLIO ACNE

A strange phenomenon has been sweeping the playgrounds of Sweden recently. In schools throughout the nation can be heard harmonious young voices singing in chorus: ’I’m Ipren,the intelligent painkiller.’ Such is the impact Acne International’s commercials are having on the Swedish public.

A strange phenomenon has been sweeping the playgrounds of Sweden

recently. In schools throughout the nation can be heard harmonious young

voices singing in chorus: ’I’m Ipren,the intelligent painkiller.’ Such

is the impact Acne International’s commercials are having on the Swedish

public.



With school children mimicking the vocals of the ad’s vertically

challenged protagonist, it is clear the directing collective has made

its mark on the nation. Its reel features other quirky work including

satirical ads for the Swedish telecoms company, tele2telefoni, and the

cheeky ET-like puppet, called ’netbaby’. The collective has also just

won an award for ’four big speakers’, a pop promo for the band,

Whale.



No-one needs to convince Nick Sutherland-Dodd, of Arden Sutherland-Dodd,

of the talent of new signing. ’We’ve worked very hard to bring Acne to

London and they’re causing a lot of excitement,’ he says.



Conceived by four friends in the summer of 1996, the Swedish directing

collective is driven by a free-thinking philosophy to create its own

brands rather than foster the growth of others. Far from concentrating

solely on commercials or promos, Acne has fingers in a number of

creative pies, including fashion. Acne Action Jeans has become a top

selling denim brand in Sweden.



Acne has conquered the internet too. Having produced computer games for

Telia (Sweden’s equivalent of BT), it has now created a free online

games site called Netbabyworld, home to funky characters like Digger and

Slacker.



As former classmates and friends of Traktor, comparisons between the two

Swedish collectives are inevitable. Acne is ’flattered’, but prefers to

concentrate on its own projects. In fact, talking to them makes you

wonder if they ever get a chance to put their feet up.



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