Creative Director / Copywriter
Client
Kry
Year
2026
Role
Creative director & copywriter
Agency
Noerd
Take Care
Sometimes the bravest thing you can do is tell it like it is.
Multimarket launch
Sweden & France
Ta hand om dig / Prenez soin de vous
Lean on Me, Bill Withers, 1972, in a version by Jelly Crystal
Situation
Kry started in 2015 as an app for digital doctor’s visits. By 2026 it ran 30 health centres, clinics for mental health, midwifery and maternity care, an urgent-care unit and occupational health, and most people still thought of it as the app.
Idea
Most communication about care is sterile, an information world. We wanted the opposite: something honest and direct that actually makes you feel something. And early on we decided not to invent a clever new advertising language. We looked for a phrase people already say to each other, one that holds everything Kry wants to express and needs no explanation and no manifesto. Ta hand om dig. Take care.
The first campaign shows unvarnished, relatable moments most people will recognise: four fifteen-second films, Anxiety, Paediatric Care, Sexual Health and Chronic Illness, to Jelly Crystal’s version of Bill Withers’ Lean on Me. Then the film, and outdoor in the metro with the one line in Swedish, French, English and Arabic: Ta hand om dig. Prenez soin de vous. Take care. أعتني بنفسك.
Launched in March 2026 in Sweden and France: the start of a shift from the app to the care provider people turn to when they have a question or a worry about their health.
Outdoor
From the film
The music
Lean on Me, written by Bill Withers in 1972, in a new version by Jelly Crystal, recorded for the campaign. A song everyone knows, about having someone to lean on, did the work no tagline could.
JELLY CRYSTAL,
Who he is
Jelly Crystal is Filip Johnson, from Stockholm, and one of the most singular voices in Swedish pop: glam rock, soul and funk in a left-field pop song, with a stage presence to match. The Line of Best Fit called him “a singer with real star power”.
Three albums so far. Freak Show in 2021, Prince in 2023, which took Pop of the Year at the Manifest Gala, where he has also been named Composer of the Year, and Absolute Summer Music in 2026. He has been written up in Uncut and Wonderland, duetted with Alice Boman, opened for Seinabo Sey and made his television debut on På spåret.
His Lean on Me was recorded for this campaign.
Credits
Director
Torbjörn Martin
Cinematographer
Nicke Johansson
Photography
Cornelia Wahlberg
Production
B-Reel Films
Music
Lean on Me, by Jelly Crystal