This morning’s Creative Christmas Breakfast, hosted in partnership with Sveriges Annonsörer, was truly inspiring. The tree was up, the glögg was hot, and the saffron buns were ready to enjoy.

We’ve launched a partnership with World Childhood Foundation to amplify efforts for children’s rights. Kicking things off, we’re supporting them with a custom Christmas campaign on one of our prime Stockholm billboards, featuring kids’ own drawings of Santa and holiday motifs to spotlight the stark reality that 1 in 4 children faces sexual abuse. Ellika Mårtensson, Senior Manager Partnerships & Philanthropy at World Childhood Foundation, joined us alongside Linnéa Gardefjord and Adam Gäfvert, Art Directors at King Advertising Agency, to unveil it.

“Leveraging your reach to spread a message that touches hearts and drives real change is essential. This isn’t just a campaign for us, it’s about raising awareness of the issue and empowering action. JCDecaux’s bold commitment means the world, as it could ultimately help a child get the support they need,” says Ellika Mårtensson.

Karin Wickberg, Marketing & Communications Director at Nordiska Kompaniet, shared insights on this year’s holiday window display, inspired by Astrid Lindgren and Pippi Longstocking.

–“Christmas at NK is always magical, but this year it’s downright enchanting. Our windows are dedicated to children, blending masterful craftsmanship, holiday spirit, and fresh ideas—while honoring our legacy as a Christmas destination. Celebrating Pippi’s 80th anniversary through a unique collaboration with Astrid Lindgren Aktiebolag is an honor. Together, we’ve crafted displays that champion imagination, courage, and joy—values that unite Pippi and NK—and we hope they inspire kids and adults alike to embrace the playful and unexpected,” says Karin Wickberg.

Karolina Hülphers, Head of Media & Integrated Brand Communication at Carlsberg Group, discussed how 1664 Blanc and classic Apotekarnes julmust campaigns leverage out-of-home advertising for brand impact.

-“For three years, 1664 Blanc’s media strategy has been clear: prioritize outdoor to cut through the noise. Our premium approach thrives on visual punch, always rooted in quality, creativity, and elegance. Close ties to the fashion scene led to a puffer jacket adorning our bottle this time,” says Karolina Hülphers.

A huge thanks for the outstanding presentations and festive kickoff to the day!