So, you found me.

Nordnet - Examproject 2011 @ Berghs School of Communication

Description of the project will be updated shortly. The embedded video is a short casemovie.

I was a strategic and creative (copywriter) in this project.

Yup. As you might have noticed, or not, I have been a very, very bad tumblr. I will improve. Soon.

Jag har gått och tänkt på något Ann Westfelt sa för ett par veckor sen när vi hade en extralektion om utbrändhet. I rummet satt jag och 4 andra tjejer från klassen. Vilket i sig får en att börja fundera; Är det mest kvinnor som känner att de vill ha råd för att inte bli utbrända, tolka kroppens varningssignaler eller blir männen inte utbrända? Händer det mest i ensamhet?

I vilket fall, så sa Ann en himla massa bra saker om det mesta. Hon är otroligt inspirerande och jag är väldigt glad att jag tog mig tid att komma och lyssna på henne. Det som hängt sig fast och som jag faktiskt tänkt på minst en gång om dagen är hennes “jag svarar och skickar alltid mail direkt”. Kom på mig själv med att ha tio utkast i korgen och ännu fler anledningar till att jag inte dragit iväg dem än; “det måste vara perfekt”, “jag kan ju inte bara skicka iväg det innan jag är helt hundra på vad det ska stå?” Jo. Det kan jag visst det! Nu är det slut på artigheterna. Finns ingen anledning till att kavla upp ärmarna eller vässa armbågarna (som ändå är ganska så beniga har jag hört), det enda som finns att göra är göra det direkt. Varför inte? Och det hjälper verkligen. Fast vi har så himla mycket att göra med exprojekt och den kommande examen från Berghs så har direkt-mailandet varit en liten men vital del jag kunnat använda mig av för att få struktur och känna kontroll i det, ändock ljuvliga, kaoset.

Blir du nyfiken på Ann kan du spana in http://www.visionary.se/index_.php?s=startsida

In the spring of 2010, I came to the conclusion that I wanted more. I wanted more of everything. But most of all I wanted to create and contribute. My entire being was screaming for change. I loved my colleagues at the customer-service I worked on (and I still do) but I knew that I could do more, BE more.

So, I went to Berghs one evening when they had an open house. I was the only one in the classroom for the Interactive Communications-program that particular evening, and when Peter Kamstedt spoke about the mechanisms and processes I could be a part of, it was like something awoke in me. This could be it. This could be the place for me!

This could be the place where I could combine my creativity, my nerdy techie-interest and my strategic approach and turn it into more then just personal attributes. I could actually make a living out of this!

With a short amount of time (I think it was about 2 weeks) left for applying, and a daytime-job to take care of, I ended up doing the application-tasks by night. As a secondary alternative for the fall of 2010 I also applied to Medieinstitutets Copywriter-program. Not exactly what I strived for, but close, close enough to start with.

I was accepted to both programs, but it was never difficult for me to decide where to go. I love to write and really enjoy reading other peoples stuff, but the Interactive Communication-program was (and is) more about conceptualizing, to focus on the bigger picture - which really appeals to me.

So, this is where and how it started. I have no clue where I’ll end up, but I’m sure I’ll enjoy the ride.

Interested in meeting me for a cup of coffee and chit-chat? -> dahlin.sanna@gmail.com

Case-movie for the Brand X-project I took part in during the fall 2010.

• Brand X was a project at Berghs School of Communication during the fall 2010. In one week we went from taking on a real clients brief for the first time, to present the final project. We had to come up with creative ideas, solutions and concepts in groups formed with the broadness of all students at Berghs.


• The brief was from The Swedish Football Association (SvFF) and the sportsection of the daily newspaper Aftonbladet.

Background:
The public interest for the premier football division Allsvenskan and club football in Sweden is decreasing. The supporters are frustrated, they feel that SvFF are making decisions that weaken the preconditions for Allsvenskan.

The supporters’ frustration culminated in the summer of 2010 and a supporter club, Järnkaminerna, sent an open letter to SvFF suggesting several possible improvements for Allsvenskan. The suggestions regarded fixed game days, the game schedule, the season start, regulatory issues and much more. Several supporter clubs in the country backed the open letter but it did not get any response from SvFF.

SvFF and Aftonbladet need a long-term plan to reverse this negative trend and to increase public interest in Allsvenskan again.

Mission:
Our mission was to reverse the negative atmosphere surrounding Swedish football and to take advantage of the passion that still exists for Allsvenskan. We had to improve the relationship between supporters, clubs, media, and SvFF.

Our key words: passion, participation and involvement.

Insight:
We have to focus on the devoted supporters.

Going to a football game is an experience; it is not only about the game, but also about the atmosphere in the stadium. The dedicated fans are not only Allsvenskan’s primary customers they are also a part of the actual product.

Since the devoted supporters are the core of Allsvenskan, we find it imperative to keep them happy and satisfied. If we get excited and passionate supporters it will create a better atmosphere in the stadiums, which will provide a more enjoyable experience for everyone interested in football and will as a result attract even more visitors to the stadiums.

More visitors will raise the revenues and will in the end affect the quality of the games and the players. In addition, it creates a positive fan culture.

Solution:
What Allsvenskan need is to establish a relationship with the supporters. What SvFF and Aftonbladet need is a long-term plan to create goodwill and acceptance among the target audience. We recommend watching the case film for a more in-depth presentation of our solution.


Workgroup:

Erika Håkansson (planner)

Viktor Jacobsson (copywriter)

Sanna Dahlin (interactive communication)

Erik Friberg (graphic design)

Louise Ljungberg (public relations)

Jesper Månsson (production manager)

Robert Hoff (bachelor program)

I’m not a creative planner. I’m a strategic creative. Or “stratör” as you can say in swedish.

I’m studying at Berghs to become a creative concept developer, and if you want, you can say it’s digital, but I think that most solutions today have a digital aspect by nature. I strive to create solutions that always adds value to a consumer, but at the same time it targets a business opportunity.

I had a great time at Proximity BBDO. The only bad thing regarding this internship was how fast it went by. I blinked, and then it was over. Or at least it felt that way.

The 10-12th of March I took part in the competition 48h http://48h.se/, as a copywriter. 197 students from Stockholm, Gothenburg and Malmö gathered to be divided into groups of 1 Art Director, 1 Copywriter and 1 Strategist. Many groups ended up having more then 3 members, my team consisted of;

AD - Victor Samuelsson, Berghs
Copywriter - Sanna Dahlin (moi)
Strategists - Martina Myrenberg & Beatrice Granath, Stockholm University


The Customer: RBU - Rikfösrbundet för Rörelshindrade Barn och Ungdomar.

Solution: “Fördomsmuren”

Insight: Not all obstacles are physical. The prejudices towards kids are often harder to overcome.

The Copy: “Vilka ord är dina?

Vi vet att du har fördomar. Det har vi som skriver den här annonsen också. Det är lite skitigt och jobbigt att inse att man sätter etiketter på vilt främmande människor, utan att mena något ont. För vi vill ju inget illa när vi inte gör någonting alls. Men nu har vi chansen att göra rent hus, att ta itu med fördomarna, våra egna och andras.

Hjälp oss att riva muren mellan våra barn och andras “ungar”. / In English -> http://translate.google.se/

The Digital Concept: (in short): We would let kids affected by dissabilites choose one word that they liked the least of all the things other people might call them. We would then make the word take physical form in expanded polysteren (frigolit), collecting words of prejudice that these kids encounter in their everyday life. The physical words would be put up on a public space, creating, and illustrating the wall between “us and them”.

The wall would be filmed and livestreamed to our campaign-site. To tear down the wall, people would be encourage to sms the words on the wall to RBU (and by that contributing to their cause) - for every SMS, the wall would be teared down. Becoming smaller and smaller. The action really makes a difference.

All in all. It was fun to take part of 48h! I’d might do things differently if I’d do it again, but I’m constantly striving to develop, so all in all: I’m pleased. We had a great group spirit, had fun and made it work, in only 48h.

Source: tpdsaa

Ibland kanske man bör tänka efter både en och två gånger.. www.whorepresents.com & http://www.penisland.net/ kanske inte var de bästa domän-namnen?

Kommer du ihåg hur det var när vi var små? När vi kom fram till lekparken, slängde av oss ryggsäckarna och paxade dubbeldäcks-gungan. Kommer du ihåg när vi gungade sådär himla högt och du hejade på mig? - Högre! Högre! Och jag puttade på bäst jag kunde, ville ge dig det där suget i magen, få dig att skratta ännu mer där du satt fastspänd i gungan. Till slut hade jag puttat så mycket att jag var alldeles slut. Armarna kändes som skolspaghetti och jag hade ont i magen av skratt. Då var det bara att ge upp och gå hem, annars hade jag aldrig orkat putta rullstolen uppför sista backen.

Kör 48 h, briefen är från RBU. Det resulterade i att jag skrev en liten text, som inte funkar med vår lösning - men jag tycker den funkar på andra sätt.