Embracing Human Ambition


Lisa Bergström, Communication Design
Nicole Ohlén, Communication Design
Sabrina Pålsson Leuenberger, Digital Strategy
Hampus Karnell, Strategic Communication
Harris Lukeman, Public Relations
Gustaf Haffling, Copywriting




The challenge from Dustin was to present a competitor analysis and a brand positioning that results in a scalable branding campaign. The concept shall strengthen the brand and move Dustin from their rational communication to a more emotional way of communicating towards their customer.


The concept Embracing Human Ambition shall drive awareness and give Dustin a distinct, relevant and differentiating position within the market. The campaign will be communicated through multiple outlets. Embracing Human Ambition brings together Dustin’s emotional and rational values, both of which are needed in a complex B2B process.