A long-term partnership, a new flagship, and a big creative challenge

When we first started working with Roborock back in 2021, we helped them build their presence in the Nordic market through go-to-market strategy, brand activation, social content, product launch campaigns and everything in between. Over the years, that partnership has grown into something deeper, a shared understanding of the brand, the market, and what it takes to stand out in an increasingly competitive smart home category.

By 2025, Roborock was an established and well-recognised brand in the Nordics. The challenge was no longer about building awareness from scratch. It was about continuing to grow brand equity. Staying culturally relevant, emotionally resonant, and impossible to ignore, in a market that had become significantly more crowded since 2020.

For the launch of their new flagship product line, the Roborock Saros 20, we developed a full 360° campaign built around one of Scandinavia's most celebrated athletes: Frida Karlsson.

The creative concept: Crossing limit, conquering clean.

Finding the right creative concept for a campaign like this is never straightforward. The collaboration between Frida Karlsson and Roborock had to feel earned, not like a celebrity endorsement slapped onto a product. But a genuine connection that made sense to the audience.

The insight that unlocked everything was this: both Frida Karlsson and the Roborock Saros 20 are engineered for performance.

The concept connected the two worlds through a shared identity — but getting to the final tagline was its own creative journey.

Frida is one of the world's most dominant cross-country skiers. An athlete defined by relentless precision, technical mastery, and the ability to push further than anyone else. The Saros 20 is built with the same philosophy: intelligent navigation, advanced obstacle detection, and a level of cleaning performance that sets a new standard in the category.

Our first campaign with Frida, in autumn 2025, ran under the concept Make Way for Passion. For this follow-up, the instinct was to evolve it: Make Way for the Next Great Thing. It felt like a natural fit, nodding to the new Saros 20 while acting as a show of support for Frida ahead of the Olympics. Then, the campaign was pushed to after the Games, and the line suddenly felt like a gamble. You can't anchor a campaign to an implied prediction of athletic success.

That constraint pushed us somewhere better. The tagline needed to stand on its own. True to both Frida and the product regardless of what happened on the slopes. That's how we arrived at Crossing limits, conquering clean. Ambitious, grounded, and built to carry the full weight of the campaign.

Developing this creative concept was the most critical part of the process. The idea had to work visually, narratively, and strategically and it had to resonate with Nordic consumers who are perceptive, pragmatic, and unlikely to respond to anything that feels inauthentic. Getting there required real creative iteration, close collaboration with the Roborock team, and a deep understanding of Frida's own brand and public identity.

Built on years of brand knowledge

When you've worked with a brand since day one in a market, you carry something no brief can fully convey: an instinctive understanding of what the audience responds to, what the brand can credibly own, and where the creative boundaries actually lie. That accumulated knowledge was a major asset on this campaign. We didn't need to spend weeks getting up to speed, we could go straight into creative territory, with confidence in what would land.

Creative concept development and production

With the strategic direction set, our creative team developed the concept, visual direction, and campaign narrative. From scripts and storyboards to art direction and final creative production, every element was crafted to perform across multiple channels and formats, from large-format out-of-home to digital placements.

This was our second 360° campaign with Roborock and Frida Karlsson in 6 months, which meant we came in with established creative chemistry and a deeper understanding of what works for this collaboration in this market. That continuity matters. Brand building is a compounding process, each campaign layer reinforces the one before it.

Out-of-home activation across Sweden and Norway

The campaign ran across both Sweden and Norway, with OOH (out-of-home) and DOOH (digital-out-of-home) activation in high-traffic urban environments , such as city-centers and ski resorts. There is a reason OOH continues to be a powerful channel for brand building: it places the brand in the physical world, in the spaces where the target audience actually lives and moves. For a product that lives in the home, being present in the street creates a contextual bridge that digital alone cannot replicate.

Digital strategy and multi-channel distribution

A modern 360° campaign lives across channels. Our digital strategy ensured that the creative assets were tailored for performance across social media and paid digital, maintaining visual and narrative consistency while optimising for each platform's format and audience behaviour. The goal was to create a unified brand experience, whether the consumer encountered the campaign on a Stockholm billboard or on their Instagram feed.

Why long-term agency partnerships produce better creative work

There's a reason some of the strongest campaigns come out of long-term client-agency relationships. When you've worked with a brand across strategy, activation, social content, and multiple product launch campaigns over several years, you develop a shared creative language. You know the brand's voice. You understand what the audience expects and where you can push past those expectations.

Our partnership with Roborock since 2020 has covered the full spectrum: helping them establish a presence in the Nordic market from scratch, developing their local brand identity, producing social content, running product campaigns, and building activations that have consistently grown their standing in the region.

That depth of relationship is what allowed us to tackle a genuinely difficult creative challenge. Merging a world-class athlete with a robotic vacuum cleaner, without second-guessing the brand at every turn. The trust was already there. The creative ambition could follow.

Want to build your brand in a local market?

Whether you are an international brand looking to enter a new market, or an established player looking to deepen your presence and drive long-term brand equity, we offer the full capability stack to make it happen. From go-to-market strategy and creative concept development to production, digital strategy, and campaign activation.

We work with brands that want to grow with purpose combining data, creativity, and strategic thinking to shift the trajectory.

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