Sweden’s Best Kept Secret

Agency: Cactus


Swedish outdoor apparel maker Fjällräven is partnering with Denver-based creative agency, Cactus, to launch a first-of-its-kind brand campaign created specifically for the North American market.

In Sweden, Fjällräven has enjoyed 98% brand recognition and is known for remarkably durable and sustainable outdoor products. But, it’s a different story in North America. Only 13% of US consumers were familiar with the brand, and fewer knew what Fjällräven stood for beyond the iconic Kånken backpack.

Cactus uncovered a simple, yet compelling insight - Fjällräven does outdoor gear the Swedish way, humbly crafting products to maximize use and minimize impact. This insight was used as the foundation for the campaign.

The campaign titled, “Sweden’s Best Kept Secret,” is an open invitation to new consumers to experience quality, durability, timelessness and sustainability as they venture into the wild. Fjällräven may be Sweden’s Best Kept Secret today - but it won’t be for long.

The first iteration of the campaign focuses on Fjällräven’s trousers. Cactus used CTV, social, digital and OOH components to highlight why Swedish pants are the best with phrases including, “Experience Pants from a country with more hiking trails than highways,” and “Sweden is one of the happiest countries in the world…their pants must be doing something right.”

Fjällräven’s global CEO Martin Axelhed voices the spot with his authentic Swedish accent.

Cactus’ work for Fjällräven’s trousers is rolling out across channels throughout the spring. This is the first of several campaigns Cactus is partnering with Fjällräven on this year.

This professional campaign titled 'Sweden’s Best Kept Secret' was published in United States in June, 2024. It was created for the brand: Fjällräven, by ad agency: Cactus. This Integrated medium campaign is related to the Sportswear industry and contains 7 media assets. It was submitted about 1 month ago.


Partner & CCO - Norm Shearer
Senior Creative Director - Jeff Strahl
Art Director - Rachel Morgan
Copywriter - Brian Denison
Design Director - Sarah Berkheimer
VP, Comms Strategy & Media - Chris Shewmake
Associate Director, Brand Strategy - Rob Troller
Production Director - Martha Douglas
Video Content Specialist - Ben Micek
Senior Front End Developer - Austin Lliteras
VP, Account Leadership - Ainslie Fortune
Account Supervisor - Mikela Parker
Director of Project Management - Helen Shabinsky-Rudolph
Content Designer - Fran Desantiago
Print Producer - Raven Checkush
Production Design Manager - Stephen Hausrath


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