Christian Söderholm — Art Director

Christian Söderholm — Art Director

The Allotment

Documentary film

The Allotment

Original title: Kolonilotten
Documentary, 29 min, 2019
Director: Christian Söderholm
One of Elmar’s great passions in life was his garden. When he and his wife moved to an apartment, he lost it. In order to continue growing vegetables he got an allotment. With a video camera he documented daily life there for many years.
In a slowly narrated documentary without a beginning or end, created from the old video tapes, the film portraits the filmmaker’s grandfather in Norrköping, Sweden in the 1980s and 90s.

Stream the film at Sofy.tv or FilmDoo.

Article about the film from Folkbladet
More info on the film at IMDb

Alla The Rent Bill Sailing Pins Stop the Housing Chaos Welcome to Fresh Air You Can Never Go Wrong with a Sandwhich Elitfönster League The Allotment Which Door Suits Your Life? Idomin 80ml The Spotify Portfolio Emoji Turns Real Life Without Trees A Really Simple Mailing

The Rent Bill Sailing Pins Stop the Housing Chaos Welcome to Fresh Air You Can Never Go Wrong with a Sandwhich Elitfönster League The Allotment Which Door Suits Your Life? Idomin 80ml The Spotify Portfolio Emoji Turns Real Life Without Trees A Really Simple Mailing

CLIENT
Vi-skogen (Vi Agroforestry)

BRIEF
Raise awareness of the deforestation in eastern Africa and to get more people to know about the relatively unknown Swedish development cooperation organization Vi-skogen, who reaches over one million people through tree planting, training and advice.

CREATIVE SOLUTION
How would our city parks look like, without a single tree? Using advanced photo techniques we created realistic photos and animations of how some of Sweden’s most famous parks would look like without trees.

Besides for print ads, the campaign went primarily in digital channels as videos on Facebook and pre-rolls on YouTube and Expressen.se.

At the campaign site one could help Vi Agroforestry take up the fight against trivial hashtags on Twitter by a "Hashtag Battle". Vi-skogen also called for a grassroots campaign, where people were invited to print or order posters and put up on notice boards in Swedish parks, and then document it on Instagram. At the site one could also learn more about deforestation and contribute to tree planting in Africa.

MY ROLE
Art Director

AGENCY
MRM//McCann Stockholm

AWARDS & MENTIONS
3rd place, Månadens digitalt, Resumé
Directory, Issue 31