Swedish Farmers Draw Parallels between Soil and the Human Womb with ‘A Bun Is Born’

The latest print from 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 the print, Lantmännen aims to evoke a similar sentiment for the life that the soil nurtures.

"By drawing parallels to how human life grows, we want to create closeness and emotion towards the earth and emphasize how the soil that Lantmännen and our members nurture sustains everything important for life," says Per Holgård, head of group marketing at Lantmännen.

"The idea came to mind when we noticed the many traits shared by growing crops and developing fetuses. This insight threw us into a creative world where we could play with similarities between womb and soil, fetus and sprout," says art director Frida Eriksson Wiita, at NORD DDB.