Knegdeg, with or without a collective agreement
Making Collective Agreements Worth Talking About
How much is a collective agreement actually worth? Most people have no idea.
PTK asked us to create greater awareness and understanding of the financial value of collective agreements. Instead of explaining the benefits in abstract terms, we decided to make them personal: what difference does a collective agreement actually make to your own finances?
The result was Knegdeg, a digital platform built around six defining moments in life – becoming a parent, being between jobs, illness, workplace injury, retirement and death. Users could explore each situation and calculate the financial difference – with or without a collective agreement.
Client: PTK
Deliverables: Brand strategy, communication concept, web site, campaign films, social media content, cinema advertising, digital advertising, print advertising.
The case film
See how we turned a complex subject into something personal, relevant and engaging – showing the real financial difference with or without a collective agreement.
The Visual World
A playful, colourful visual universe where bold typography and unexpected imagery brought the benefits of collective agreements to life in a surprising way.
The Split Screen
For the films, we developed a bold cinematic aesthetic with a playful edge. Each film was carefully colour-coordinated through styling, set design and art direction to reflect its specific theme.
The concept was built around a split screen: on one side, life with a collective agreement; on the other, life without one. The result was a distinctive visual device that made the contrast instantly clear and gave the campaign a strong, memorable identity.
Taking It to the Streets
Bringing the subject to life
The launch campaign turned a traditionally complex and rather dry subject into something entertaining and accessible. Six campaign films dramatized the different life situations and ran in cinemas and across digital channels, supported by social content, facts, advice and print advertising.
To extend the campaign, we also created 19 short films with Swedish radio and TV personality Kjell Eriksson, who took to the streets to ask people unexpected questions about work, illness, retirement – and even their ideal death.
The films generated engagement and drove audiences to Knegdeg to discover what a collective agreement could be worth to them.
Results
The campaign exceeded its targets beyond expectations, generating strong engagement and successfully increasing awareness of the value of collective agreements.
Knegdeg went on to win Gold at Svenska Designpriset and Gold for Best Effect at Spinn, Sweden’s leading PR and communications awards.