Sustainability is a boring and complex subject. Most of the sustainability campaigns are rather dull. Showing green pastures and happy Swedes, it doesn't work!

We used an entertainment format to subvert the conventions of the category and created a mockumentary placing the future of food within reach (lab grown meat solutions are already on the market).

The film follows Erik Karlsson, a Swedish entrepreneur, who believes the best proteins for humans are made from cells of Swedes, most preferably Sweden’s biggest actor Alexander Skarsgard.