Fjallraven is a Swedish outdoor gear and apparel brand known for the quality and durability of their products, especially in the harsh cold. Most outdoor brands have a "brave the elements" tone to their messages, almost a you vs. nature setup. Fjallraven takes on a different approach to nature that is in line with traditional Swedish culture.  It's not about braving nature, but making gear to help you live amongst it and speak its language. 

The Swedish language reflects this with vocabulary that reflects very specific aspects of nature, like their 50 words for snow.  This campaign uses this rich vocabulary of beautiful and specific natural occurrences, to show how Fjallraven makes enjoying them possible.