"For Djurens Rätt we ripped off those classic L'Oreal commercials. We had a model talking about how many animals were being used in cosmetic tests, and how her skin was important to her, and we even used the L'Oreal slogan, 'Because I'm Worth It,'" says Sjöden.

How did they get away with this? Easy, non-profit organizations can't get sued, so this ad went up in cinemas across Sweden for a limited but much talked about run.

Ad Agency: Cole, Russell & Pryce Copywriter: Ole Sjöden Hokken Angler Art Director: Mich Born

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.