JÄRVAVECKAN 2026

We created the campaign and communication for Järvaveckan's 10th anniversary.

In an election year where public debate often centres on what separates us, we chose to focus on the opposite: the experiences people share, even when they may seem worlds apart. The campaign presents Järvaveckan as a meeting place for these perspectives and stories.

One part of the campaign is a quiz-style animated format that pairs quotes with people of different ages, backgrounds and roles in society. The point is that it’s hard to tell who said what – revealing common experiences that cut across stereotypes: "You are not as unique as you think you are."

The concept comes together in the main message: "We meet at Järvaveckan."

The campaign runs on digital screens and printed materials across Stockholm, as well as in Järvaveckan's own channels throughout the spring.

We also created the concept and visual direction for promoting this year’s programme. This became a further development of "We meet at Järvaveckan", adapted for different audiences, formats and types of programme content – from political talks to cultural events and family-oriented activities. The campaign language shifts depending on the context, posing the campaign claim as activating questions (e.g. "Will we meet in the crowd?") and more targeted prompts aimed at specific groups.

The campaign materials include content for Järvaveckan's own channels, printed formats and templates as well as guidelines for partner organisations.

The campaign stays true to Järvaveckan's mission, while giving this year's many activities and touchpoints a clear common thread. With such a wide range of co-creators and programme formats the concept works as a shared umbrella, tying very different kinds of content together without making them feel the same.

It has been very meaningful to work on a project like this in such an important year for Sweden's democracy: contributing to an arena that helps bring people, perspectives and conversations together.