Forsman & Bodenfors test the 'organic effect' for supermarket campaign

Forsman & Bodenfors, the Swedish agency behind Volvo's "epic split" ad, has created a campaign for a Swedish supermarket chain, Coop, pushing the benefits of organic food.

Coop: family goes organic-only for Swedish campaign
Coop: family goes organic-only for Swedish campaign

The online ad, which was released on 5 May, introduces the Palmberg family who agree to eat only organic food for two weeks.

Urine samples are taken from the family members at the beginning of the experiment and again at the end, and reveal that after two weeks, almost all traces of pesticides have disappeared from their bodies.

At the end of the spot, Coop pledges to do "everything it can" to support organic farming, although no specifics or firm promises are given.

The campaign was written by Johan Olivero, and art directed by Johan Eghammer and Johanna Hofman-Bank.

The spot was directed by Marcus Svanberg through Acne Film. The tests for campaign were conducted by the Swedish Environmental Research Institute (IVL).