Author Archive for: Ann-Christin Lindstedt

Of guts and glory

15 Feb
15 februari, 2016

The letter you’re about to read first saw daylight over a year ago. Actually, it first saw moonlight because I sat straight up in bed at 3:20 am and just had to write this down. Why did I hesitate to post? Because I thought my middle-of-the-night venting might have been too harsh. (You’ll get the full irony of me not having guts here in a minute when you read the letter.) But believe me when I say this comes from a place of desperately wanting to help. Oh, how I just want to help my clients be amazing. Because you all have amazing potential. And of course, there are also countless times you guys blow me out of the water with your smart ideas and bold moves. So this is also my tribute to every hard-fought creative idea you’ve pushed through your organizations.

Dear clients,

Can we talk about guts for a minute? Because my guess is, yours are pretty smart. When you really love a creative idea (when you feel that little twinge of excitement and know right away it’s a winning concept), your gut reaction is probably right. Trust it.

And fight for it.

Of course, we know that’s not easy. Especially when you need to involve lots of people. After the first “Aha!” moment, the rationalizing starts. Because, well, if you ask people what they think, they often feel they haven’t done their job if they don’t come up with “tweaks.” But more often than not, once people start overthinking and changing things – no matter how rational the reasons – the concept loses that special something. In other words, it will not be the same concept that got you excited. And that’s a shame, because it means you’ll never know the power it could have had on your target audience — and your bottom line.

Here’s a little story of how things could have gone (and sadly often do).

Pitch meeting …

In an imaginary Nike conference room in an alternate reality, a creative team unveils a new communication concept: Just do it.

And the clients are jubilant. ”We love it! Yes, this is the direction we want to go. It’s simple and powerful.”

A few days later, via email …

”We’ve had some feedback from various stakeholders and, although we still love it, there’s some concern it could be misunderstood. What if people think we’re talking about s.e.x.? You know, just do IT. So we’d like to make a minor change: just switch ‘it’ to ‘sports.’ That’s our core brand essence, after all. [smiley-face emoticon]”

More days pass, with a lot more emails …

”Remember, not all of our target groups participate in sports. We also target spectators.”

”The word ‘just’ might seem harsh or pushy.”

”Wait! We don’t actually mention our offering! We have to get that in there.”

An hour before print deadline …

”So sorry, guys, but Legal is insisting on making sure we aren’t recommending that people do anything beyond their health limits. Good news, though, with this last small adjustment, we’ve got everyone on board to sign off!”

The result …

Nike – Just do or watch sports safely* in high-performance athletic apparel and equipment, when you feel like it

*Always consult a licensed healthcare practitioner before doing anything.

The moral of the story?

If a creative concept gets you excited, just do it.

Launch of new DIAB website

11 Feb
11 februari, 2013

DIAB has been at the leading edge of composite core material development for over fifty years. Now they’re launching a new website developed by Pyramid.

The new website has an improved design and navigation function that makes it easy for DIAB’s customers to find relevant and industry-specific information. The site is built in Sitecore and includes features like a super search function and mega menu.

To visit the new website, go to

The project group from Pyramid includes: C-G Hansson (Account Director), Ann-Christin Lindstedt (Copy), Hanna Lindborg McHenry (Copy), Arvid Kandell (System developer), Simon Persson (System developer), Patrik Olsson (Interactive Art Director), Sandra Weberg (Web designer).

SuperBowl Ads of 2013: Tearjerkers For the Win

08 Feb
8 februari, 2013

Last year around this time, people were buzzing about a Super Bowl ad that broke from the funny, flashy mold: Clint Eastwood’s “Halftime in America” for Chrysler. And it seems the same thing is happening again.

This year, two companies garnered big attention with something simple and moving. Following up the success from last year, Dodge Ram (owned by Chrysler Group) gives us “Farmer.” With only the sound of Paul Harvey’s voice echoing from 1978 and still images of life on the farm, the company again made people sit up and listen.

2013 Dodge Ram Super Bowl Ad — “Farmer”

And, in what has been named by many as the winner of Super Bowl Ads 2013, Anheuser-Busch’s Budweiser spot made quite a few eyes unexpectedly tear up for a man and his horse, serenaded by Stevie Nicks’ “Landslide.” You could even go to Twitter and submit a name for the little Clydesdale, born just a couple of weeks before the ad aired. The chosen name? Hope.

2013 Budweiser Super Bowl Ad — The Clydesdales: “Brotherhood”

So, last year there was one. Now there are two. The question is now that they’ve proven twice in a row that simple, quiet, stirring words and images capture attention, will we be seeing a slew of these types of ads during next year’s Bowl? If so, will they have the same impact? No matter what, I believe the lesson is clear (and certainly not new). The best communication moves people. Make them laugh, make them cry, make them feel something real. And, of course, if you can move them in a way that most others aren’t doing at the time, you’re golden.

Weigh in: what do you think of these two, and what was your favorite of all?

Manners Matter in Social Media

31 Jan
31 januari, 2013

Earlier this week, our Art Director Henrik posted about a creative annual report from Warby Parker. I, too, was impressed with their report and tweeted about it. I didn’t mention the company name or twitter handle; yet, because they had set up an auto-search for links to their report, the company’s customer service twitter account found my tweet.

And here’s the really important part: they thanked me.

Simple. Easy. So impressive. Strange that a plain “we appreciate you” would impress me so, but the reality is that few businesses take the time to do that. So if you do, you stand out. For all the right reasons.

Take a look at the @WarbyParkerHelp twitter stream. It’s tweet after tweet of thank you, you’re welcome, let us know if we can help, we appreciate you, etc. Each one connected to a person out there who now feels great about the company. And it doesn’t stop there. Because each one of those people is connected to countless others.

Twitterstream Warby Parker

I’m not a customer. I may never be. (Although I’m seriously considering getting some new frames for my glasses now.) But in social media, that doesn’t matter. Why? Because one person’s voice can reach so far. After all, I tweeted about it — twice. And here I am writing a post about it. You’re reading it. Who else will see it?

Never underestimate the power of simple manners and direct acknowledgement. You never know how far it will reach.

Warby Parker tweet the author