Copywriting/Campaign concept/Video editing/Graphic design
Skattesnusk is a fictive campaign for the Swedish tax agency, combining business – with pleasure.
To claim that Sex sells is as complex and precarious as it sounds, and will have advertisers, scientists and commoners debate in infinite. However, what I claim in this campaign is that Sex shocks. And that, on the other hand, seems to be where all the above find common ground.
Even though the citizen of the Information Age has seen, heard, seen again, and read it all, Sex still seem to be rather a touchy (pun: intended) subject. And by all means – understandably so, considering the long and somewhat ethically dubious history of Sex in Advertising. But what also could and should be understood, is the potentially successful and un-doubtfully entertaining effects Sex in Advertising can have – done just right.
This led me to take a chance on shock, and tread (very) carefully through the landscape of what makes Sex in advertising striking and compelling, rather than vulgar and inappropriate. To sum up my research in three words: context, context, context. That, and a large dose of double entendre.
So – when do you need a bit of a shock to convey your message? Could it be when your message is conveyed over and over, year after year, usually around the first weekday in May, but about 65 000 people still don’t get it? Bingo – let’s shock their pants off (pun: not intended).
The number above is the amount of taxpayers that didn’t hand in their Tax Return on time last year. Skattesnusk is all for them – maybe they will take care of their business, after being exposed to a bit of pleasure? ;)
COMMERCIAL
Casting, scenography/art direction, script and direction is done by me. As well as the editing. What I didn't do was the filming, the sound design or the acting – scroll to the bottom to see the people who got this project to the top.
POSTERS
MOCKUPS – INNERCITY STOCKHOLM
AUDIO COMMERCIALS
EXTENDED CAMPAIGN
A possible extension of Skattesnusk could be Influencer Marketing. As a matter of fact – Influencers also seem to find Tax Returns rather tricky. So, with a slightly graphically modified Tax Return-survival kit, consisting of a fool proof guide to do your taxes, some silly stickers and a Gen Z-esque t-shirt, Skattesnusk also could be marketed towards the youth via their favorite Influencer – while the influeé does a good deed, makes an extra hack and in addition is pedagogically guided to how it's taxed.
The warmest of thanks to
Videographer Fredrik Rönnqvist
Sound designer Martin "Bibbi" Persson
Very convincing boss-actress Hanna Wånge
Envelope licking-actor Axel Willman
Clip on nail-actress Linn Johannesson
Old man of my dreams-actor Christer "Kryddan" Peterson
Just a chill guy-actor Pontus Weibull Moberger
Sound designer Martin "Bibbi" Persson
Very convincing boss-actress Hanna Wånge
Envelope licking-actor Axel Willman
Clip on nail-actress Linn Johannesson
Old man of my dreams-actor Christer "Kryddan" Peterson
Just a chill guy-actor Pontus Weibull Moberger
– may your Tax Returns always be on time!