LKAB Proves Even Iron Has Heartbeat in Emotional Take on Mining

How do you make a state-owned mining company a bit more human? And how do you evoke emotions for a product that, at its core, is a hard, grey iron ore pellet?

That was the starting point when LKAB and Forsman & Bodenfors began their new collaboration. The result is an emotional story that aims to bring Swedes closer to the mine.

In the past, people had a much stronger connection to the mines. We knew that the iron extracted from the ground was essential in creating everything we wanted and needed. But as society became more digital and the focus shifted to different kinds of software, that connection faded. What was once meaningful and important for communities and countries suddenly became distant – something many people today hardly even think about.

“For more than a hundred years, LKAB has been crucial for Sweden’s development and today extracts 80% of all iron ore within the EU. With this campaign, we want to engage broader audiences, bring people a little closer to the mine and help more people understand how much iron ore actually means to our lives. Just think about everything around us, so much of it has been made possible thanks to iron,” said Erika Lindblad, head of communications at LKAB.

At the heart of the campaign is a three-minute story about a grandfather who worked in the mine and his grandchild, as they make bead art together. Through the grandfather’s magical storytelling, we see how iron has helped shape the lives we live today, in the books we read, the music we listen to and the things we have around us.

“For many, the mine is something far away in the north that you rarely think about. LKAB is one of Sweden’s most important companies, which we want people to understand, something we can be proud of and that we know is needed for us to have all the things we want and need in our lives. And something that concerns all of Sweden. This is a first step towards that,” said Adam Radi and Karolina Groop at Forsman & Bodenfors.

The campaign marks the start of a long-term collaboration where Forsman & Bodenfors is responsible for LKAB’s new communication platform and brand strategy.

The campaign ‘Imagine what it can become’ has been launched widely via TV, YouTube, Meta and LinkedIn.