Lantmännen: A Bun Is Born

The latest print from the Swedish farming cooperative Lantmännen and NORD DDB depicts the miracle of life, with reference to the world-famous photograph of a human fetus. In the print, a wheat sprout is shown encapsulated in a water drop, evoking thoughts of human life, accompanied by the caption "A bun is born”. The print pays homage to the cover of "When a Child is Born," a book by Lennart Nilsson, which, upon its publication in 1965, immediately became one of the most significant books of modern times. For the first time, we were given a glimpse of life before birth, sparking new wonders about the origin of life. In their print, Lantmännen aims to evoke a similar sentiment for the life that the soil nurtures.