We kicked off 2026 with Summit Inspiration, an engaging morning hosted alongside Sveriges Annonsörer. Five nominated entries from the 100-wattaren 2025 shared their cases, complemented by a delightful breakfast, networking, and French crêpes.

• OKQ8 & Reklambyrån 13 – Summer at the Station

The campaign revolved around summery station offers, featuring catchy songs about everyday products like hot dogs, ice cream, and drinks.

– “Fun to present the campaign to such a savvy audience – and prove that almost anything sells with a song (or three),” says Christian Heinig at 13.

• Arla Foods & THE BARN – Worth a Little More

– “In an era where wallets trump planetary care in milk choices, Arla must prove our sustainability commitment is more than words – it’s real action, worth a little more,” says Jakob Swedenborg, Executive Creative Director & Head of Creative, and Henrik Boavida Åkerman, Project Manager at THE BARN.

• Gröna Lunds Tivoli AB & Inhouse/Welcom Rud Pedersen Group – Carpe Diem
  A tribute to everyone who got a “Carpe Diem” tattoo 30+ years ago, offering free entry and unlimited rides at Gröna Lund during summer 2025 upon showing the ink.

– “This campaign honors all those wonderful people seizing life’s joyful moments. Amid global unrest, it’s vital to celebrate precious times and savor what’s good around us,” says Sebastian Delefors, Head of Marketing at Parks and Resorts Scandinavia AB.

• SKF Group & NORD DDB Stockholm/NORD ID – The Faroe Islands Space Program

– “This campaign highlights how SKF Group, through collaboration and innovation, helps use Earth’s resources smarter and more sustainably – told in a fresh, creative, forward-looking way,” says Anna Wirsen, Brand Project Lead at SKF Group.

• Pressbyrån & NoA | Åkestam Holst – FÖRAK. FÖRAK (Union for Workplace Cinnamon Bun Day) generated viral buzz for Pressbyrån’s cinnamon buns when Cinnamon Bun Day 2025 fell on a Saturday and was “moved” to Friday, October 3.

– “Thrilled to champion Sweden’s favorite fika. Hope the workplace cinnamon bun hit the spot,” say Joakim Estemar and Petter Nylind, Senior Copywriters at NoA | Åkestam Holst.

Thank you to everyone who attended—we wish all nominees the best of luck in the 100-wattaren in February!