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Pippi of Today

We were commissioned by The Astrid Lindgren Company and Save the Children to photograph and interview girls in Colombia and Thailand for their 2020 international campaign ‘Pippi of Today’. We also managed all post-production, including photographs from an additional shoot in Northern Sweden, for the campaign. In addition, we coordinated web content development for the international campaign site.

‘Pippi of today’ is an initiative from The Astrid Lindgren Company, in partnership with Save the Children, supporting girls that are on the move. Pippi Longstocking is a fictional character created by Swedish author Astrid Lindgren, 75 years ago. The Second World War was ending, and millions of girls were on the move.

Today many more girls are forced to leave their homes, and not only move to new cities but also to new countries. Girls that are migrants and refugees are especially vulnerable when families are on the move. They need to gather all their strength, courage and hope to tackle challenges and find their way to a brighter future. They are the Pippis of today.

Save the Children, The Astrid Lindgren Company and their creative agency Prime, worked with us to create photo and production briefs. Mats Lignell photographed in Colombia and Thailand, and Olof Ringmar photographed in Sweden. We did all the post production in our studio in London and delivered photographs, video portraits and interviews to the agency in Stockholm. Based on our material billboards, posters, social media posts and other campaign assets were developed.

Save the Children staff in Colombia, Thailand and Sweden found all the girls, made all pre-planning and supported us on-location.

Campaign sites
Save the Children Spain
Save the Children Sweden
Save the Children International (Might redirect to a local site, depending on where you are in the world.)

Key info

Multi-country photography and interviews, editing and post production

related links.

  • Photography for the international Pippi of Today campaign launched by The Astrid Lindgren Company in partnership with Save the Children, supporting girls that are on the move.