AMF has replaced actors with real-life workers in its latest advertising campaign aimed at paying tribute to Sweden’s workforce and highlighting the value of occupational pensions.
The Swedish occupational pension company showcases real workplaces, such as grocery stores, ports, mine and a wide range of other sites across Sweden, where many of AMF’s 4.5 million pension savers are employed, in a bid to celebrate the individuals who keep Sweden running.
The new campaign aims to honour the contributions of the company’s savers in making Sweden a better, more functional country, while showing them that they deserve the “best possible occupational pension”.
This marks a shift from AMF’s previous campaigns, as there are no actors in the advertising, instead it features real people who are visible in their professional roles in their workplaces.
The campaign can be seen on TV, OOH and digitally, such as on AMF’s YouTube channel, from the beginning of March.
Jelena Mirkovic, marketing manager at AMF, said: “There was a lot of logistics and planning to put the campaign together. I estimate that over 1,500 calls were made to get filming locations and people who wanted to be involved. We could also not control which work steps were to be filmed, but had to adapt to the tasks that were to be done at that particular time,
In the end, I think this was a successful way of working. The advertising conveys the feeling of professional pride and job satisfaction that we wanted to bring out.”