XL-Bygg

Campaign Diaries

Sweden

Material Manager of the Year: XL-Bygg Honors Hockey’s Invisible Heroes

Brand: XL-Bygg

Campaign: Årets Materialare

Source: https://www.resume.se/marknadsforing/kampanj/xl-bygg-hyllar-hockeyns-osynliga-hjaltar-med-nytt-grepp/

Goal: To honor the behind-the-scenes heroes of hockey, the material managers.

Claim: Recognizing the unsung heroes of hockey.

Summary: XL-Bygg, a main partner of the Swedish Hockey League (SHL), has launched the Årets Materialare award to celebrate the material managers of winning teams. The award highlights the crucial support that these individuals provide, ensuring players have the right equipment and conditions to perform. The initiative exemplifies how sponsorships can create relevant narratives that connect a brand with its audience, emphasizing the importance of professional support in both construction and hockey.

Campaign Diaries

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Sweden

Sweet and XL-BYGG Win DN Advertising Cup 2026

Brand: XL-Bygg

Campaign: DN Reklamcupen 2026 Advertisement

Source: https://www.resume.se/marknadsforing/reklam/de-tog-hem-reklamcupen-se-vinnande-annonsen-har/

Goal: To celebrate summer carpenters and increase brand awareness

Claim: Summer looks like this for many of our customers

Media: Print

Summary: Sweet and XL-Bygg won the DN Reklamcupen 2026 with a creative advertisement that depicts a pair of feet on a beach, which upon closer inspection reveals sawdust instead of sand. The ad aims to resonate with those who constantly work on projects during their vacation, presenting a unique and recognizable concept. The collaboration between Sweet and XL-Bygg was highlighted as positive, showcasing a bold move to use an ad without any text.

Campaign Diaries

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advertising award creativity print summer