Fjällräven is most known for its colorful Kånken backpacks. But it’s actually much more than that. It’s one of most sustainable, mission-driven outdoor brands out there. But while it enjoys 95% awareness in Sweden, only 8% know it here in North America.

In this global campaign for their packs, parkas, and trousers, we leaned into Sweden’s reputation for doing nature right and used a series of compelling Swedish facts, stats, and cultural points of view to tie back to all the Fjällräven products that embody them.

So while Fjällräven may be Sweden’s Best Kept Secret, they won’t be for long.

And then we brought the campaign to life for trousers.

We even got Martin Axelhed, the CEO of Fjällräven, to VO our TV spot.

Here’s a little quiz we made for their organic stories.