Campaign details

Advertiser: PostNord
Brand: PostNord
Agency: MSLGROUP Stockholm
Country: Sweden


The world's first Pride Flag Stamp was launched as a uniting symbol for equal value while creating a long-term message platform for PostNord. The multi stage launch was extremely successful and engaged people both in Sweden and abroad. The Pride Flag Stamp was positioned as an interpretation of historical and current images of Sweden. This creating broader, more engaging stamp communication than ever before – reaching new audiences while also bringing people together internally.


PostNord is the leading communication and logistic company in the Nordics, partly owned by the Swedish government, with the governmental mandate to ensure the postal services to both individuals and businesses. Founded in the beginning of the 17th century PostNord has a lot of history and tradition. The company's deeply rooted tradition and common perception was a challenge going in to the campaign. The common perception of PostNord and their stamp issue has, in many aspects, been taken for granted and hasn't been used to communicate. Never before has a stamp motif carried such an important message for PostNord and the stamp issue itself, as the Pride Flag Stamp has.