2 Minutes With ... Petter Dixelius, Creative Director at Nord DDB

On 'Ariel Fashion Shoot' and launching a Ronald McDonald House in Roblox

Petter Dixelius is creative director at Nord DDB Stockholm. He's worked in advertising for 20 years at agencies like Jung von Matt and Saatchi & Saatchi before joining DDB in 2015. Since his arrival, Petter has helmed efforts for McDonald's with creative partner Joel Ekstrand. Over the years, he has also worked for Kraft Foods, P&G, Samsung, Skoda, Toyota and many Swedish brands that most readers would not be familiar with unless they have an appetite for pickled raw fish and snaps.

We spent two minutes with Petter to learn more about his background, his creative inspirations and recent work he's admired.

Petter, tell us...

Where you grew up, and where you live now.  

I was born south of Stockholm in a place called Södertälje. When I was three we moved to the northern rural suburb of Vallentuna, where I grew up. I currently live with my family on Stora Essingen, an island of Stockholm.

How did you first realize you were creative.  

I've always had a vivid imagination, for good and bad. It took me a long time to realize that not everyone has the ability to visualize stuff that's only in their minds and see what that could lead to or become. When I was a kid, my paternal grandmother confided in me that she saw ghosts, even though she was an outspoken atheist. Somehow, she knew that I would not think she was weird. It takes one to know one, I guess.

A person you idolized creatively early on.  

"Take no heroes, only inspiration." I don't think it's helpful to idolize people, but I have massive respect for everyone trying to push things forward creatively, regardless of their field of work.  

A moment from high school or college that changed your life.  

Getting into music did open a new world for me. It had all sorts of effects on my life. Trying to master the simian stroll at 16—haha! And being part of the Swedish football fan subculture is an important part of who I am. People I befriended on and around the terraces in the '90s are to this day some of my closest friends.

A visual artist or band/musician you admire.  

There are too many to start naming names.  

A book, movie, TV show or podcast you recently found inspiring.  

I loved the acting and storytelling in A Spy Among Friends

Your favorite fictional character.  


Someone or something worth following in social media.

@anomalistnews. Your daily dose of what's going on (or not going on) in the world of the paranormal. A log mistaken for Nessie, a dinosaur spotted in Kenya or the latest on UAPs—it's all here, and curated with a sobering distance to the sometimes highly strange topics. Entertaining, mind-bending and weird.

How Covid-19 changed your life, personally or professionally.  

I found out that my need to socialize is not as big as I thought. Professionally, I learned the importance of avoiding silos in creative work.

One of your favorite creative projects you've ever worked on.

"Ariel Fashion Shoot" for P&G back in 2011. We repurposed an industrial robot into a remote-controlled pneumatic gun, hooked it up to Facebook, and let people shoot chocolate, jam and soy sauce at designer garments. That was a process of willpower from the whole team.  

A recent project you're proud of.

Building the first official Ronald McDonald House in Roblox. A dream world exclusive to kids staying at the Houses in real life—the House in Roblox in only accessible via a code they get when checking in with their families. It's the first time that kids staying at Ronald McDonald Houses all around the world can meet up and play in their own digital space. The world will be updated regularly with mini-games and events based on ideas from the kids who stay in the real-life houses.

Someone else's work that inspired you years ago.

Barton F Graf 9000s' "Climate Name Change" was brilliant. As was most of their work.

Someone else's work you admired lately.

I missed it last year, but now that I've caught up, I'd say Save Ralph.

Your main strength as a creative person.  

The belief that there's always a way forward.  

Your biggest weakness.  

Fear of letting go.  

One thing that always makes you happy.  

My family. And Italo disco. 

One thing that always makes you sad.  

Megalomaniac world leaders. 

What you'd be doing if you weren't in advertising.  

I'd probably be chopping onions in a kitchen. 

2 Minutes With is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, please get in touch.

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Jessica MacAulay
Jessica MacAulay is a contributor for Muse by Clio. She's also a recent graduate of the University of Colorado Boulder's College of Media, Communication, and Information.

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