NEVER AlONE
Together with the agency Passion Lab we produced “Never Alone”, which is a moving documentary that portrays ICA retailer Magnus’s journey through his battle with cancer. Magnus, who began his career at ICA at the age of 15, has worked in several positions within the company and now runs a store in Vollsjö, Skåne, together with his wife Emma. In 2019, Magnus received his first cancer diagnosis —malignant melanoma — and after a year of treatments, he was declared cancer-free. However, in January 2024, the story took a darker turn when metastases were discovered in his brain, and the cancer had spread throughout his body.
Despite the heavy diagnosis, Magnus highlights two things that have given him strength: the advances in medical research and the support from the ICA family. In the documentary, Magnus openly shares his experience, his thoughts on the diagnosis, and his gratitude toward the healthcare system and his colleagues. His letter to Peter Hägg, Secretary General of the ICA Foundation, becomes a central point and launching pad for the story.
We also gain an emotional insight into the community of Vollsjö. These types of small towns exist all over Sweden, and they have one thing in common: everyone knows who the ICA retailer is. The grocery store serves as a hub for the residents, and we hear how Magnus’s role in this context has impacted both him and the local community.
To create the right atmosphere in the film, specially composed music with a stripped-back guitar melody was used, conveying both sorrow and hope.
The film became an important part of ICA’s Rosa Bandet campaign in 2024, with the goal of raising awareness about cancer and supporting research to fight the disease.
