How do you make a state-owned mining company a bit more human? And how do you evoke emotions for a product that, at its core, is a hard, grey iron ore pellet? That was the challenge LKAB presented to Forsman & Bodenfors began their new collaboration.

The result is an emotional story that aims to bring Swedes closer to the mine. In the past, people had a much stronger connection to the mines. Now there are two stories. One is that the iron extracted from the ground is essential in creating everything we want and need. The other is a generalised worry about mining.

Forsman & Bodenfors’ answer leads with a three-minute story about a grandfather who worked in the mine and his magical storytelling:

“For more than a hundred years, LKAB has been crucial for Sweden’s development and today extracts 80% of all iron ore within the EU. With this campaign, we want to engage broader audiences, bring people a little closer to the mine and help more people understand how much iron ore actually means to our lives. Just think about everything around us, so much of it has been made possible thanks to iron,” stated Erika Lindblad, head of communications at LKAB.

“For many, the mine is something far away in the north that you rarely think about. LKAB is one of Sweden’s most important companies, which we want people to understand, something we can be proud of and that we know is needed for us to have all the things we want and need in our lives. And something that concerns all of Sweden. This is a first step towards that,” added Adam Radi and Karolina Groop, creatives at Forsman & Bodenfors.

The campaign begins a long-term collaboration where Forsman & Bodenfors is responsible for LKAB’s new communication platform and brand strategy.

The campaign, Imagine what it can become, is running across TV, YouTube, Meta and LinkedIn.

Credits:

Client: LKAB
Communications Strategist: Lovisa Svonni Josbrant
Head of External Communications: Anna Skogh
Head of Communications: Erika Lindblad

Agency: Forsman & Bodenfors
Client Director: Greger Andersson
Account Executive: Helena Lignell
Art Director: Adam Radi
Copywriter: Karolina Groop
Designer: Christopher Ek
Strategist: Maria Hallenborg
Agency Producer: Åsa Hammar
Digital Strategist: Pierre Boudard
PR Strategist: Donya Kumlin,

Production Company: Pine
Director: Niels Windfeldt