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ICA I Love Eco

ICA is Sweden’s biggest food retailer with more than 1300 stores nation-wide. And with that comes a big responsibility in helping their consumers to make sustainable choices: ICA I love eco is one way to do so. It’s their own product line, consisting of a broad range of ecological products, sold to a reasonable price.


ICA I love eco is well-known and has been around for quite many years now. This autumn it was time to highlight some of the “heroes”, i.e. most popular products, in a humoristic yet accurate way. ICA wanted to send some love to all the customers who make green choices. And what way is better to do so, than with even more love? In close cooperation with ICA, we decided to make animated films with the hero products in lead. Because what would pasta be without the tomato sauce?

What we did

From the brief we created a mood board; then followed up with animatics to make sure we were on the right track. When we had a go on the animatics, we started with the 3D production. Within a few weeks, the love dream had come true.





Romantic environments, running in slow motion and French music – almost clichés when talking about love. Although we’re not that used to pasta and milk in the center of everything. But with 3D, we made the magic happen.

The film was produced for ICAs’ in-store TV, for (website) as online video (TV4Play, Viafree, Dplay) and as online social media (Instagram, Facebook and Youtube).

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