Coop: The Organic Effect

Since the 1980s Coop has been a pioneer for organic food in Sweden helping farmers switch from conventional to organic, working to make organic food more accessible for consumers and challenging politicians to do more for the production of organic food in Sweden. But this is an international issue, since what we eat comes from all over the world. And the result of this experiment concerns everyone who eats. So while the primary goal of the campaign is to strengthen Coop's brand in Sweden, it also aims to give organic farming a push globally. The tests were conducted by the Swedish Environmental Research Institute IVL, and the film was produced by Acne Film. Agency: Forsman & Bodenfors, Stockholm.