Morakniv: a part of us


Morakniv was founded in 1891 but the knife making tradition in Mora goes far beyond that. Caring for a product so deeply ingrained in Swedish culture is quite a project, and something that must be taken with care.

We found that, for many people, when asked to think about a knife it is a Morakniv that pops up in their head. This feeling of Morakniv being a part of our collective consciousness and history took hold. A good knife is after all an extension of the bearer’s arm, and therefore really a part of them. This thought led to the creation of Morakniv’s new brand promise: A part of you.

Marking their 125th anniversary, quite a few things are changing for Morakniv. They make a tool dating back to the hunter-gatherers but for consumers living in a never seen before, high-tech urban society. We chose to bring us all back to nature, proving that big adventures can be found in your own backyard.

The Work for Morakniv includes not only commercial video content, but also brand positioning and advertising guidelines, retail display and also interaction for product launch. This little quiz for instance helps you find the knife that is just right to be – part of you.

Lance says KABOO

It´s not everyday you get to work with a Hollywood legend. Lance Henriksen is the only man we know that have been killed by Terminator, Alien and Predator. A legendary actor used to working with the biggest movies, franchises and directors. And all we wanted was for him to say “Kaboo”.

Look Mom! Top of the pops!

We are proud and happy that the FWA have awarded our work for Goliath Sportswear and the international campaign for Premium INC as their Site of the Day, the Webby Honoree and the Dope award.


The communication concept for Superlenny has delivered amazing results in the Nordics and the UK. We are now pleased to introduce another unit in this long living series. Highlighting the width of the brands offer and an updated sportsbook the new commercial was recorded at Stockholm Stadium.

We call it. Viaplay

Viaplay is the leading digital streaming service provider in the Nordics and is owned by listed international broadcasting group MTG. Viaplay offers premium film, series and sports rights to all Nordic households and competes with Netflix, HBO and other SVOD and traditional Pay-TV operators.