COPYWRITER
STOCKHOLM, SWEDEN | ALBERT.BACKMAN@GMAIL.COM
The suit needed 2 days of work.
The prize needed 2 years of work.
How it all began.
When I enrolled at Berghs School of Communication back in 2022,
I didn’t know anything about advertising. My introduction to copywriting was through Don Draper and his follies
in the series of Mad Men. Part from that I did know that I liked to write.
The economist who turned creative.
I didn’t know anything about advertising. My introduction to copywriting was through Don Draper and his follies
in the series of Mad Men. Part from that I did know that I liked to write.
The economist who turned creative.
Trained and educated at Stockholm School of Economics, one might say I’m the economist who turned creative. During my studies, the only subject I truly found fascinating was marketing. When my professor showed us the drumming Cadbury Gorilla (you've probably seen it) I thought: This is it.
Whilst writing my thesis I secretly applied to
Berghs copywriting program. And to my happy surprise I got accepted.
The hardships of learning a new skill.
Berghs copywriting program. And to my happy surprise I got accepted.
The hardships of learning a new skill.
Mastering the art of creativity showed to be much harder than I thought. When you search for creativity it tends to pull away. And pulled away she did, many times.
I failed miserably the first semester. I had more bad ideas than good ones, and was full of embarrassment and shame during my pitches.
However, I realised that creativity isn’t an exclusive thing. It thrives in each and everyone of us, regardless of background. And as David Ogilvy once famously said, “you only need one big idea”.
The big idea that got me to Cannes.
During a spring break I had a big idea. It was so big that it was awarded a Grand Prix at the Cannes Future Lions. It was a digital bike bell made for Volvo to keep cyclists safe on the streets.
A portfolio and a suit takes shape.
Before I knew it, I found myself with enough “Big Ideas” to form a portfolio. One of my goals was to submit it in the advertising category for Young Ones.
After many dreadful weeks of waiting, I finally got the magic mail containing the words: winner. A new suit, a couple of tailoring adjustments and a flight later, I found myself in the big apple.
The greatest measure of success.
The greatest measure of success.
On this page you'll find the cases that lead up to that magic gala night in Sony Hall, New York City 2024.
If they, or my story inspire you in any way, I have succeeded far beyond the value of any prize a hand can hold.
Sincerley,
Albert
Sincerley,
Albert
EXPERIENCE
Copywriter intern Jung PR STHLM (Fall 2023)
Copywriter intern Familjen STHLM (Spring 2023)
EDUCATION
Copywriter: Berghs School of Communication (2022-2024)
Stockholm School of Economics BSc (2017-2022)
RECOGNITION
2024
Young Ones One Show Portfolio Winner
Young Ones One Show Bronz Pencil Winner
Young Ones One Show Merit x 2
Young Ones ADC Merit x 2
2023
Future Lions Grand Prix Winner
Young Ones Shortlist
Digital Creative Competition (DCC) - finalist
Copywriter intern Jung PR STHLM (Fall 2023)
Copywriter intern Familjen STHLM (Spring 2023)
EDUCATION
Copywriter: Berghs School of Communication (2022-2024)
Stockholm School of Economics BSc (2017-2022)
RECOGNITION
2024
Young Ones One Show Portfolio Winner
Young Ones One Show Bronz Pencil Winner
Young Ones One Show Merit x 2
Young Ones ADC Merit x 2
2023
Future Lions Grand Prix Winner
Young Ones Shortlist
Digital Creative Competition (DCC) - finalist