Short, sweet and inspiring. This quick and quirky film was created in response to the theme “fika” for Motion Monday—a website that showcases short animation projects from student’s at Hyper Island, a digital design school in Karlskrona, Sweden.
Why settle for a cup of Joe, when you can have a cup of Johan? That’s the latest pitch from Kraft-owned Gevalia Coffee. Gevalia, founded in 1853 in the northeastern city of Gävle, Sweden, was bought by Kraft Foods in 1971 and is now a grocery aisle mainstay next to brands like Nescafé. I can’t attest to Gevalia’s historical quality, but what’s available now is barely drinkable. That said, it was recently chosen by the Göteborg newspaper as the “best taste for the value” compared with 8 other commodity coffees.
However, large companies like Kraft can produce engaging ads that may or may not have anything to do with the actual quality of their product. A new campaign for Gevalia is harnessing its Swedish heritage to differentiate itself from all other bad grocery store coffee. In doing so, they’re taking the Swedish concept of Fika to a global audience.
While the video above is an entertaining, but vague introduction to Fika (not to mention annoyingly stereotypical), I recently wrote about this wonderful tradition in a bit more detail. So if Johan has piqued your interest in the art of Fika, you can read more about it—along with much better coffee—over on Nordic Coffee Culture.
During my first visit to Sweden, long before deciding to move here, I knew that I could adjust quite well to Nordic culture due to its lovely traditions like fika—the Swedish coffee break.
Everyday is worth celebrating coffee, but September 29th was dubbed “National Coffee Day” in the US back in 2005 (though Google can’t find the specific reference). A few years later, in 2009, the day was declared “International Coffee Day” in a press release announcing the first New Orleans Coffee Festival. So from Sweden to San Francisco—and everywhere in between—take a friend out for fika, or buy a stranger their morning cup and celebrate our love of coffee.
Most importantly think about how far those beans have come, from the farmers who laboriously grew it, the roasters who skillfully roasted it and the baristas who artfully brewed it (and don’t forget to tip). Cheers!