Our latest work for ICA – ”Matchkorv”, in collaboration with PassionLab. Together with Svenska Fotbollförbundet and Janne Andersson, ICA developed a new product series based on the sausage’s obvious role in everyday football.
Our goal was to create down-to-earth, human, and entertaining films that showcase the product and its unique concept. The Swedish football icon Janne Andersson is the anchor in all the films and this time we get to come a little closer to him than normal. We get to see him in pursuit of perfection as he practices the pronunciation of “Matchkorv”, we get to see him grapple with dialectal misunderstandings with a somewhat puzzled crowd of reporters at a press conference for the launch of ”Matchkorv” and he also shares his recipe for the best hotdogs.
To achieve a somewhat documentary feel, we used a handheld camera and kept the film language simple. At the beginning of the main film, we create a little tension by making it seem like Janne is introducing a new, important soccer player to the squad. Reaction shots in the main film add humor and create recognition, especially when Janne starts hyping up what he will soon present at the press conference, leaving the reporters puzzled.
These films are meant to make you happy and curious about what the “Matchkorv” tastes like.