Living your taste - Klinsky | Clapboard Ad Archive
Living your taste marked a distinctive moment for Klinsky and the Swedish food advertising landscape in 2017, as Forsman & Bodenfors reimagined brand storytelling with a campaign that champions individual expression and the full savor of life. Rather than relying on demonstration, testimonial, or overt narrative arcs, the campaign draws its energy from an aspirational, user-centric perspective that aligns Klinsky with the values and self-image of its audience. Delivered in Russian language and centered around the idea that extraordinary experiences await those who seize every chance to taste life on their own terms, the film positions the brand not only as a provider of food, but as a facilitator of authentic, lived moments. Forsman & Bodenfors, widely respected for their cultural acuity, deploys what Clapboard’s taxonomy would classify as FORMAT#10—Associated User Imagery, using vignettes of relatable individuals who embody diverse facets of modernity, aspiration, and genuine enjoyment. Visually, the campaign resists heavy-handed cues, instead suggesting that embracing one's true self and making personal choices — culinary and otherwise — are acts of self-affirmation as rewarding as the product on offer. Subtly embedded in the lifestyle genre, this approach eschews utility-driven messaging in favor of nuanced, emotive resonance, reinforcing Klinsky as a brand attuned to contemporary sensibilities and differentiated by its commitment to authenticity. The impact of this strategy is underscored by significant viewer engagement, surpassing five million views and prompting discussion amongst a socially aware consumer base. Klinsky, with Forsman & Bodenfors at the creative helm, thus sets out not simply to advertise a food product, but to stake a claim as a cultural companion to an audience that prizes self-realization and meaningful experience. In a crowded food and drink category globally and particularly within Sweden, Living your taste stands as an exemplar for brands seeking to transcend transactional messaging and forge a deeper, values-driven connection with their consumers. Clapboard rates this 63/100. This campaign matters to the industry because it evidences the enduring power of user-aligned aspirational storytelling in building brand identity, even without explicit narratives or product-centric demonstrations.
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