3 Sveriges "Trevligt" concept has a playful, quirky tone that perfectly fits their brand. The brief was to promote their family deals, but the real insight was that you can add anyone to your family plan, no strings attached.

While on a train ride back to my hometown, Gävle, I spotted a girl with a family tattoo and sent the photo to the team. That’s when the idea clicked, why not show that you can ink-lude anyone in your family plan?

This basically means “Inklude whoever you want”, imagine tattoos colliding with that squad you randomly team up with for a phone deal (makes so much sense😄) And the tattoo copy? Mum, dad, and that one army buddy dad can’t shut up about, which is basically a classic inside joke for every Swede.

Stopped by my family friend in Gävle to borrow his tattoo machine