My Troedsson

Casting Zlatan Ibrahimović as the face of Sweden was a bold statement. At a time when questions of national identity were intensifying, Volvo chose a global football star with Balkan roots to embody what it means to be Swedish. The result was one of the most attention-grabbing and celebrated chapters in the long-running Made by Sweden platform.

I led the strategy work that shaped the platform, which reframed Volvo’s heritage as more than a place on the map. Made by Sweden was built on values such as resilience, equality and progress, values that resonated deeply in Sweden while also aligning with what audiences found aspirational internationally.

The Zlatan film presented the XC70 alongside a newly arranged Swedish national anthem, with music by Max Martin and spoken words performed by Zlatan. The narrative moved beyond product and performance, offering a modern, inclusive vision of Sweden and challenging narrow ideas of national pride.

More than a car launch, it became a cultural moment: a campaign that sparked massive debate, inspired pride and positioned Volvo as a brand confident enough to stand for values as well as cars.