RS Flyinge – Rustad för livet

  • AD: Daniel Sjörs
  • CD: Isabella Wretman,
  • PR: Haidar Beden
  • GM: Johanna Nylander Backolars
  • SK: Jonathan Lodell
  • DDS: Linnéa Hansen
  • PR: Olette Nzeribe
  • PL: Saga Suovanen

The Company

RS Flyinge, one of Sweden’s most prestigious equestrian high schools, is facing a challenge: The overall application pressure isn’t where it needs to be – especially as the school expands with new programs. Our task was to develop a campaign that not only boosts interest but repositions Flyinge as a relevant and attractive first-choice for today’s youth. The goal wasn’t just to fill seats – it was to shift perception and redefine the school’s identity and purpose among teenagers.

Background

Despite its strong legacy in the equestrian world, Flyinge is sometimes seen as a narrow path –
primarily for those pursuing a professional career with horses. Our research revealed that this creates
hesitation among both students and parents who are concerned about future career opportunities.
But we also uncovered something powerful: Flyinge doesn’t just produce skilled riders – it shapes
responsible, empathetic, and self-aware individuals. These soft values were present everywhere on
campus, but underrepresented in the school’s communication. This gave us a unique opportunity to
broaden the narrative and reframe Flyinge’s true strengths.

Solution

We created “Rustad för livet” (“Prepared for Life”) – a long-term brand campaign that positions
Flyinge as a school that equips young people not just for a profession, but for whatever path they
choose. By highlighting soft skills like leadership, resilience, and responsibility, we redefined what an
equestrian education can offer. Through storytelling, a refreshed tone of voice, visual identity, and
tactical messaging, the campaign communicates a bold truth: Growing up with horses isn’t just a
lifestyle – it’s life training.

Our sponsors

Speak Mindfully, Sip Responsibly

Words carry weight – so do our choices. At the State of Words, we encourage conscious communication and conscious consumption. Beverage sales are restricted to guests over 18, and a range of non-alcoholic options will be available – because every participant should feel welcome in the conversation. For more on responsible alcohol habits, visit IQ.se.

We’re excited to let you know that an upcoming event at Berghs will be both photographed and filmed. The content captured will be used for communication and marketing purposes across our channels. If you prefer not to appear in any footage or images, please let a member of our team know on-site. Thank you for helping us share the energy and creativity of Berghs with the world!