Christian Söderholm | Art Director

CLIENT
SEB
BRIEF
To position SEB as the speaking partner for customers planning their retirement. The aim was to get the primary target group, existing customers aged 55-60 – to schedule a counselling with SEB.
CREATIVE SOLUTION
Using nostalgia, we pointed out that if you’re born in the fifties you should start planning for your retirement. All activities directed the customer to the campaign site. The site presented highlights from the past. Here the visitors could specify their age and could then watch various clips from their teen years (music, film, tv, sports etc.).

The site also presented important issues concerning their future finances through a FAQ video section. The campaign also included a direct mailing that invited SEB customers aged 55-60 to a counselling. The mailing contained a quiz that challenged the customer about the past.
MY ROLE
Art Director (for Digital and Direct)
AWARDS
Gold, Guldnyckeln, 2012
Campaign of the Month, Resumé, Integrated, 2012
LINK
Visit the campaign site

CLIENT
3 Företag
BRIEF
To strengthen 3's position as the craftsman's choice when it comes to mobile communication and to create leads for further processing.
CREATIVE SOLUTION
For a craftsman, the mobile phone is indispensable and used in hazardous enviornments. This means they have extra needs such as extra durable mobile phones. We invited the CEO's of relevant sectors to answer to a survey at a campaign site about moble phone usage in their business, by sending a DM that came with a shock absorbing mobile case. By doing the survey the respondents

could win an iPhone and all got a gift certificate for participating. We later contacted the target group once again using the survey as a source of insights. 3 could now offer a package of services that fit the needs of their industries: The Craftsmen Package. Through the campaign, 3 showed that they understand the life of a craftsman and know how to simplify it.
MY ROLE
Art Director
AWARDS
Bronze, Guldnyckeln, 2012

CLIENT
SEB
BRIEF
Create awareness of Enkla firman ("Simple firm", a collection of bank products for small firms), position SEB as the bank for entrepreneurs and small firms and to recruit new customers.
CREATIVE SOLUTION
This year's communication around Enkla firman was within the concept "It should be easy running your own business". As a part of the campaign we set up a new tab at SEB's Facebook-page aimed towards self-employed and people who just have started a company or are thing about doing it. In the test "What business suits you?"

SEB made an analyze to offer the visitor a suitable business idea such as "Guest house for potted plants", "Thank you cards service for newlyweds" or "Scriptwriter for those tired of mingle". By scanning through old Wall-posts, Likes etc., the analysis was based on the visitor's Facebook history. They could also compete for SEK 50 000 as a initial capital to start their own company to make reality of their own business idea.
MY ROLE
Art Director

CLIENT
3 Företag
BRIEF
The mobile service provider 3 wanted to find sales leads for their wireless PBX-solutions.
CREATIVE SOLUTION
Instead of communicating with the ever so often courted CEO, we chose to turn directly to the most important influencer: the receptionist. Even though the receptionists don't really hold the purse strings, they are generally the ones in charge. We created the competition "Sweden's Best Reception" – proving that the receptionists really are the unsung heroes of the corporate world.

We launched an integrated campaign that made the sales leads come to us – not vice versa. We pre-nominated companies through a DM, the participants had to register on a site where they could tell their friends via social media etc. to vote. The 10 companies who received the most votes was asked to motivate why they should win. All competitors were invited to an awards ceremony in 3's reception where a jury announced a winner who received a wireless PBX.
MY ROLE
Art Director
AWARDS
Gold, Guldnyckeln, Integrated DM campaign B2B, 2011
Shortlist, 100-wattaren, Producer advertising, 2011

SEB – Advice for all the different roles of a businessperson 1

SEB – Advice for all the different roles of a businessperson 2

SEB – Advice for all the different roles of a businessperson 3

SEB – Advice for all the different roles of a businessperson 4

SEB – Advice for all the different roles of a businessperson 5

SEB – Advice for all the different roles of a businessperson 6

SEB – Advice for all the different roles of a businessperson 7

SEB – Advice for all the different roles of a businessperson 8

SEB – Advice for all the different roles of a businessperson 9

CLIENT
SEB
BRIEF
SEB, one of Sweden's foremost banks, has a strong financial standing in the corporate segment – but the important medium-sized company segment had not been attended to for quite some time. SEB now wanted to clarify their offer and get companies to perceive SEB as a bank that can fulfill their needs.
CREATIVE SOLUTION
In all medias and all creative solutions, we used three different coffee mugs as a metaphor for the target group's three different roles: the Business Executive, the Employer and the Private individual.

This metaphor was SEB's way of saying "We understand that you as an business person has different roles to balance. We can help you putting all the parts together." The creative idea was extended as a film on LCD screens, banners and on seb.se. A direct mailing, addressed to the businessperson as a whole – business executive, employer and individual – was sent to potential business customers.
MY ROLE
Art Director (for Direct and Digital)
AWARDS
Silver, Guldnyckeln, Integrated DM campaign B2B, 2011
Leader, Echo Awards, 2011

SEB - A really simple mailing from SEB 2

SEB - A really simple mailing from SEB 1

SEB - A really simple mailing from SEB 3

CLIENT
SEB
BRIEF
ITP is the Swedish term for occupational pension agreements for privately employed white-collar workers. In 2010, some 240 000 Swedish employees where informed that they had the opportunity to choose one of the nine alternatives for their premiums – among them SEB, one of Sweden's foremost financial players.
CREATIVE SOLUTION
A mailing was sent to existing and previous SEB customers within the ITP target group. As the ITP-reform and mandatory choice are perceived as complex and boring, the main message was simplicity.

Just choose SEB and we'll make sure you don't have to worry any more. The ITP-reform requires that the customer fills in a formal and extensive form. Our solution demonstrates how SEB instantly assist and simplify. We offered a stamped template that identified fields to fill in and what to ignore, thus lowering the threshold for the customer.
MY ROLE
Art Director
AWARDS
Silver, Guldnyckeln, DM for consumers, 2011
Leader, Echo Awards, 2011

CLIENT
SEB
BRIEF
Create awareness of Enkla firman ("Simple firm", a collection of bank products for small firms), position SEB as the bank for entrepreneurs and small firms and to recruit new customers.
CREATIVIE SOLUTION
We highlighted the key insight – the challenge to separate the firm's money from the individual's. We sent out a double-sided envelope, on one side we addressed the person who owned the small firm – "Firmans" ("Business"), and on the other side the private individual – "Privat" ("Private"). The envelope contained two letters attached to

each other, one addressing the firm and one the individual. To enhance the message we also enclosed a sheet of stickers marked "Privat" and "Firmans" to stick on things.
MY ROLE
Art Director
AWARDS
Bronze, Guldnyckeln, DM B2B, 2011

ABOUT
School project at Hyper Island.
BRIEF
Create a widget to delight and inform users, and engage them with the BBC's content in new ways.
CREATIVE SOLUTION
The young people of today wants things to happen all the time and we found out that many perform multiple tasks simultaneously with their computers while watching TV. We therefore created the BBC Tag-player which let the viewers interact with BBC’s rich content in a totally new way. Viewers can now tag things in the videos that interests them, and tell others about it, as well as e.g. find out what

role that particular actor had in a movie via BBC’s own tags. Tag-player works with a wide area of content like BBC Food, BBC Drama, BBC Sport, BBC Event etc. It also works on iPTV.
MY ROLE
Co-Art Director, Designer
AWARDS
1st Prize Pencil, D&AD Student Awards, Interactive design, 2009
Silver, Clio Student Awards, Interactive, 2009
Honorable Mention, Creativity Annual Awards, New Media – Student, 2009

ABOUT
School project at Hyper Island
BRIEF
Come up with a new contemporary concept that makes Swedish water theme park Skara Sommarland the number one choice.
CREATIVE SOLUTION
At Skara Sommarland’s water attractions there's a lot of possibilities to challenge each other. So with this in mind we created the concept "Take the challenge!". With an all new digital ride pass called Digitic that stores info about all your runs, visitors are encouraged to challenge each other at Skara Sommarland’s different attractions to make the vacation even more fun. You can also access your account

through your smartphone. At the terminals in the park you can print out postcards with photos of your runs to send home. The accompanying campaign uses the various records and times to encourage others to visit the theme park and challenge each other.
MY ROLE
Co-Art Director, Designer
AWARDS
Gold, Art Directors Club, Interactive – Student, 2009
Silver, Clio Student Awards, Interactive, 2009
Silver, Art Directors Club, Integrated advertising – Student, 2009
Finalist, Cannes Future Lions, 2009

SUMMARY & MANIFEST
I graduated from the Interactive Art Director program at Hyper Island in Stockholm in 2009. After being an intern and working at DDB Stockholm as a Digital Creative for a half-year I started as an Art Director at MRM Stockholm (previously MRM Starsky), a part of McCann Worldgroup, in January 2010.

I have a background and special interest for digital solutions within advertising and branding, but I'm always more interested in the IDEA than the choice of a specific channel. My tools are great concepts, storytelling and kick ass art direction. With that I create creative solutions that hopefully will enrich, engage and entertain people in their everyday life. How? By making people active, interested and excited – for real. I'm passionate about my work and I believe God is in the details. Amen.

SPECIALITIES
Concept developing, art direction, interactive advertising, integrated campaigns, social media activities, direct marketing and digital branding.

AWARDS

2012:
Gold, Guldnyckeln (SEB – 55+)
Bronze, Guldnyckeln (3 Företag – The Craftmans Package)
Bronze, Guldnyckeln (SEB – Take care of your love)
Campaign of the Month, Resumé, Integrated (SEB – 55+)
Shortlist, Guldnyckeln (SEB – Business advisors on the way)

2011:
Gold, Guldnyckeln, Integrated campaign (3 Företag – Sweden's Best Reception)
Silver, Guldnyckeln, Integrated campaign (SEB – Advice for all different...)
Silver, Guldnyckeln, DM for consumers, (SEB – A really simple mailing)
Bronze, Guldnyckeln, DM B2B (SEB – Mixed messages)
Leader, Echo Awards (SEB – Advise for all the different...)
Leader, Echo Awards (SEB – A really simple mailing)
Shortlist, 100-wattaren, Producer advertising (3 Företag – Sweden's Best Reception)

2009:
1st Prize Pencil, D&AD Student Awards, Interactive design (BBC Tag-player)
Gold, Art Directors Club, Interactive – Student (Skara Sommarland Digitic)
Silver, Clio Student Awards, Interactive (Skara Sommarland Digitic)
Silver, Clio Student Awards, Interactive (BBC Tag-player)
Silver, Art Directors Club, Integrated advertising – Student (Skara Sommarland Digitic)
Honorable Mention, Creativity Annual Awards, New Media – Student (BBC Tag-player)
Finalist, Future Lions (Skara Sommarland Digitic)

Download CV (PDF)

PHONE
+46 (0)70 718 06 45

E-MAIL
christiansoderholm@gmail.com