My Troedsson

Volvo Cars has been built on Swedish values as much as on steel and engineering. With Made by Sweden we turned those values into a platform that redefined the brand’s communication, deepened its place in Swedish hearts and proved powerful on the international stage. I led the strategy behind the platform and one of its most celebrated chapters, Vintersaga.

Running for six years, Made by Sweden turned values like resilience, equality and progress into a voice that felt authentic at home and aspirational abroad. It positioned Volvo as a symbol of modernity and understated luxury.

Within this context, Vintersaga became one of the most acclaimed campaigns. A poetic tribute to people who thrive when Sweden shows its toughest side, it struck a chord far beyond a typical car commercial.

The campaign paired stark winter imagery, from the far north to the southern coast, with a new recording of Ted Ström’s classic Vintersaga, performed by Amanda Bergman. Athletes, artists and cultural icons including Börje Salming, Emma Green, Jason “Timbuktu” Diakité and designer Carin Rodebjer embodied the grit and quiet pride that also defines Volvo.

Rather than pushing product features, Vintersaga turned a message about cars into an emotional ode to the Swedish winter and to the values that build both people and brands.