Modern Christian churches in secular countries struggle to remain relevant to people’s lives. One of the most interesting , long-term campaigns we’ve covered here is for a single church, Auckland’s St. Matthew-in-the-City. Labelling itself a “progressive” Anglican Church, St. Matt’s has become famous worldwide for its provocative ads.
The Church of Sweden, however, has taken a different approach. Like the United Church of Canada’s 2006 “Wondercafe” campaign, it positions the church as a place to explore life’s deeper questions. But while the United Church used very Canadian self-deprecating irony, the Swedish one rips its shock factor straight from the headlines.
Personally, I find the campaign very troubling. However, that’s certainly the state of mind it intends to provoke.
As a non-believer, I am skeptical that religions can answer these questions better than any group of motivated and likeminded people meeting anywhere. But at least they are trying to help people think about the issues.
Svenska Kyrkan (Church of Sweden)
Bulldozer, Karlstad, Sweden
Art Director: Andreas Österlund
Copywriter: Jenny Eklund
Final Art: Lotta Harju
Photographer: Nathan Weber
Account Director: Charlotta Stensson
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