Last year’s L.A. celebrity lifestyle parody, Like A Swede, for Swedish trade union confederation TCO was more than an information ad could ever hope to be.

This year, ANR BBDO, has outdone its own creative ingenuity. Business Like a Swede is a rap video that has must watch built into its DNA. It’s also a message about collective agreements (which doesn’t).

“We produced this video in order to, in a somewhat different way, show the advantages of the Swedish Part Model. There is a big need for increasing the knowledge on how the labour market works, especially among young people. Thus, we hope that Business Like a Swede will be at least as successful as the first video,” Eva Nordmark, president of the Swedish Confederation of Professional Employees (TCO), commented.

“Spreading knowledge about the Swedish Part Model is a prerequisite for understanding the trade unions’ function and how a labour market works. Doing this is one of the main tasks of TCO,” she added.

Who would have thought that receiving that knowledge could be such a fun experience?

Campaign credits:

Agency: ANR BBDO

Creatives: Andreas Lonn, Stephanie Moradi

Account director: Pontus Karlsson

Account manager: Maria Fager

PR: Camilla Westman, Channa Rogsten

Planner: Anna Jensen

Graphic design: William Bjornstjerna

Production company: Callboy, Lief Productions, Inc.

Director: Igor Zimmermann

Producers: Sofia Bjorkman, Nils Ljunggren

Branded Content Distribution: BeOn (AOL Networks)

Music: Marcus Price

Vocals: Marcus Price & Ana Diaz