Forsman & Bodenfors Tests 'The Organic Effect' in New Coop Film

The latest campaign from Forsman & Bodenfors - most awarded agency in the world 2014 - for Swedish supermarket chain Coop, reveals what happens in your body when you switch to eating organic food.

By releasing this, Coop becomes the first supermarket chain in the world brave enough to show their customers what scientists have known for years: If you eat conventional food, you have a number of pesticides in your body. And if you switch to organic food, most of them will be gone within a few days.

Since the 1980s Coop has been a pioneer for organic food in Sweden – helping farmers switch from conventional to organic, working to make organic food more accessible for consumers and challenging politicians to do more for the production of organic food in Sweden.

But this is an international issue, since what we eat comes from all over the world. And the result of this experiment concerns everyone who eats. 

So while the primary goal of the campaign is to strengthen Coop's brand in Sweden, it also aims to give organic farming a push globally. 

The tests were conducted by the Swedish Environmental Research Institute IVL, and the film was produced by Acne Film.