A Concrete Story

Here’s a short film about love, time and concrete we at Strays, an ad agency in Stockholm, did for Formbetong to launch their first holistic communication concept - Alla tiders betong. Which roughly translates to ”A Concrete Story."
Formbetong has been around for a long time and has has grown into Sweden's leading construction company in the concrete industry, but it is only now that they take a holistic approach to their marketing and communication. With the new concept the brand wants to dramatize the central part of the company's business - that generations to come will be able to benefit from the buildings that Formbetong is building today.
We were thrilled with the idea that each concrete building has several lives, since concrete is incredibly durable, and is rediscovered by every new generation. And since Formbetong cherished the idea that the concept should first and foremost be about people and not concrete the 5-minute short film depicts young love throughout several decades. The concrete's presence consists only of the concrete roof on which every decade takes place on.