SWEDEN VS. TRUMP

In July 2019, American rapper A$AP Rocky was arrested in Sweden. Days later, it seemed like everyone on the internet had turned into an armchair law professor. Even Trump got involved. But there was a big problem. The president didn’t seem to understand the basics of the Swedish justice system. So, we decided to explain it to him. In the simplest and most Swedish way possible: with an IKEA instruction manual.

The manual reached 90 million people from over 100 countries, and was covered by major news outlets worldwide, including making it to the front page of Sweden’s largest newspaper and national radio. It also became Resumé’s most read article of 2019.

Download the manual here.

A project with:
Hampus Elfström

Select press:
Variety
Fast Company
Yahoo News
Adweek
Ad Age - Top 5
Creativity
Aftonbladet
Expressen
Resumé - Most Read 2019

The manual went viral and was shared thousands of times on social media.

On the website, people could download the manual, or learn more on the Swedish Ministry of Justice.