Oh, hi there!
I'm Emil Harr, a senior copywriter, head creative and concept developer with over 15 years of experience in advertising and employer branding. I've worked quite a lot with the big stuff like strategy, concepts and ideas, but I still really, really like to write.
Preem: Behind the Gas Station
Working with employer branding for Preem, we could see a big problem: for most people, Preem is just a gas station – despite the fact that there are over 200 different roles at Preem. Hence the concept “Mycket mer än en mack”, launched as a campaign spanning SoMe, print, and even a tram takeover in Gothenburg.Results:
• Increased visitors to career site from 11K to 26K.
• eNPS from 6 to 21.
• Climbed 23 positions in Universum’s annual employer ranking among professional engineers.
• 178% increase in applications for thesis projects.Concept development • idea • script writing • storyboard development
Situation Sthlm: Important Work
For a few years I worked with Situation Sthlm, developing the concept "reading that changes lives" and winning quite a few prices along the way. Two favorites on display here. Note: The print ad ran during the pandemic.Results:
• Silver in Guldägget (print).
• Gold in Resumé "Månadens print".
• Gold in Sound award (radio).
• Gold in Resumé "Månadens Ljud".Concept development • idea • copywriting • knowing when to not write a script and let real people talk
Den Gyllene Räven: Lies Well Told
This has to be one of the most fun projects I ever worked on. In short: new restaurant in Norrtälje needed a name, preferably something creating some sort of storytelling. So, we created a fictional character called Den Gyllene Räven, a booze smuggler working in the archipelago around Norrtälje during the 1920's. They liked the idea so much that the story spread out over the menu and restaurant with news clippings, diary notes and more. Everything fictional, of course – it got so convoluted that I even wrote a fake in-universe film review from the 1950s, harshly criticizing a fictional Gylle Räven movie (it was a lazy cash grab, if I remember correctly).Idea • concept development • copywriting
PwC: More – and Nicer – Than You Think
During my work with PwC, two key challenges became clear. First, we needed to widen the perception of PwC beyond accounting and highlight the breadth of PwC's offer – to both customers and prospective employees. The gallery shows print ads from one of the campaigns, a combined B2B and employer branding effort.Second, interviews with employees revealed that many were expecting a highly competitive and formal culture when they joined PwC. To attract new talent, we wanted to showcase the reality instead: a more human, open and unfiltered side of the organization. This led to the creation of the talk show "På tal om PwC", where employees spoke candidly about their work and everyday life. Watch the first episode below.Results:
• Academic Work Young Professionals Attraction Index from position 38 to 10.
• Reach beyond existing followers increased by 195%.
• Job applications increased by approximately 65%.
Lantmännen: Words, Rearranged
This was just a one-off, but I think it really had something, showing two perspectives of what Lantmännen does and how they are modernizing our food supply – as well as what possibilities they offer prospective employees.Idea • copywriting
C/O Workspace: Branding an Office
While I helped develop, and wrote a whole lot for, Revelop's co-working brand C/O workspace, I think these are a highlight. A big thank you to Thomas Jonasson at Revelop for letting me write these strange things, including naming conference rooms A to H "A is for amazing", "B is for brilliant", "C is for creative" to set up for the punchline "H is for here's another conference room". I'm really sad that I don't have a photo of the "If you were working here, you'd be at work now." billboard placed along a well-trafficked commute route; it might be the proudest stupid moment of my career.Concept • environmental copy
![H is for "here's another conference room".](assets/images/gallery03/7fd290eb_original.jpg?v=1cfa3a94 "H is for "here's another conference room".")
Keso® – Say Cottage Cheese
While we made a couple of nice ads for Keso, the concept we developed, "Gör det lite lättare" (a three-parter: it is a low-fat alternative, is easy to combine into meals and contains protein to make you stronger) is the big idea. Incredibly fun creating a fake Motown hit with a really talented musician too.Concept development • copywriting • script writing • asking a genius for an old school bass sound
Svenska Ostklassiker: Fighting Degenerates
The three cheeses Präst, Herrgård and Grevé were so ubiquitous that they were under threat of becoming a degenerated trademark – in other words, names so generic that any dairy could use them. Our task was to create memorable campaigns that did one very specific thing: make people understand what actually makes a Grevé a Grevé. A fun challenge with some nice outcomes.Results:
Präst, Herrgård and Grevé still have ®s.Concept development • idea • copywriting • script writing • songwriting
Gängkrig 145: Just the Right Fit
OOH campaign for graphic novel Gängkring 145. This one is an oldie but goldie, becoming an Epica nominee as well as a Resumé "Månadens Kampanj" gold winner. Perhaps a bit harder to see on a screen than IRL, the big idea is that the illustrations meld with the world around them, giving you a glimpse into the dark side of Stockholm. Click to enlarge.Idea • copywriting
A Collection of Radio Spots
First: three spots for Stockholm Quality Outlet, based on the premise "disturbingly good shopping".Idea • script writing • voice acting
Two spots for Spraydate, a dating site long gone.Idea • script writing
