Title	GASOLINE OF THE FUTURE
Brand	PREEM
Product/Service	GASOLINE OF THE FUTURE
Category	A01. ART DIRECTION/PRODUCTION DESIGN
Entrant Company	FORSMAN & BODENFORS Gothenburg, SWEDEN
Advertising Agency	FORSMAN & BODENFORS Gothenburg, SWEDEN
Media Agency	SCREAM MEDIABYRA Stockholm, SWEDEN
Production Company	CAMP DAVID Stockholm, SWEDEN

Name	Company	Position
Ulrika Karlberg	Forsman/Bodenfors	Copywriter
Annika Frankel/John Bergdahl	Forsman/Bodenfors	Art Director
Anders Härneman	Forsman/Bodenfors	Account Supervisor
Johanna Bringefält	Forsman/Bodenfors	Account Manager
Åsa Hammar	Forsman/Bodenfors	Agency Producer
Niklas Lindström	Forsman/Bodenfors	Digital Producer
Viktor Brittsjö	Forsman/Bodenfors
Johan Fredriksson	Forsman/Bodenfors	Designer Ass.
Oskar Wrangö	Camp David	Director
Kristina Wibom	Camp David	Exekutiv Producent
Per Welén	Camp David	Producer
Mattias Andersson	Camp David	D.o.p
Mattias Petersson	Camp David	Composer
Frost/Stopp	Frost/Stopp	Post Production
Forsman/Bodenfors/Designer Ass. Johan Fredriksson	Forsman/Bodenfors	Production Behind/The/Scene/Film
Beon	Beon	Seeding

Brief Explanation

Sweden’s biggest petroleum company, Preem, has invented a revolutionary new gasoline. It is made out of residues from the forest industry, Sweden’s most important industry. It cuts carbon emissions by 30-35 % and works in every gasoline driven car. This product could hence be the solution to one of our time’s biggest environmental issues, carbon emissions from fossil fuel transports. But Preem can’t launch it yet, as bio-fuel needs to be subsidized to be able to compete on the market. And that is up to Sweden’s politicians. They have to make the right decisions to make this product reality. The objective of the film was to explain the potential of the product to Preem’s customers and encourage them to collect a free litre of it at the campaign site. Every collected litre would then be used to show Sweden’s politicians that there is a demand for this type of fuel and that they need to make the right decisions and take measures for it to become reality. But we didn’t want it to look like ordinary gasoline-advertising and instead chose to show each element of the film as visual metaphors from the forest, where the product is originated.

Creative Execution

This film was shot during one night, between 8PM-8AM, with a minimal team consisting of the director, one DOP and his assistant, and two prop-designers that ensured that each installation worked on time and as planned. Every thing is made in camera, and every object that can be seen in the movie is custom made, by hand, for the production. Even the sound, composed by Mattias Petersson, was custom made to match each installation. The budget was tight, 350 000 SEK (approx. 38 000 EUR), and the production company had only one week, from production go to shoot, to lock down on location, assembling a team and building all the props. Working over one evening, night and morning in a pine forest in Sörmland, ‘Gasoline of the Future’ was shot using a minimal team made up of just the director, DOP and his assistant, and two prop-designers who meticulously planned each installation to ensure they worked on time and as planned. Everything you see is created in camera, custom made and by hand specifically for the production. Even the sound was custom made to compliment each installation. The budget was tight, and the production company had only one week from production confirmation to shoot to lock down the location and build all the props.  In order to create great looking and original tracking shots in a short space of time, a red EPIC was hooked to a MOVI rig, a device which stabilizes the camera using a gyro suspended system, creating a smooth and floating tracking effect. In addition, an Octocopter (a miniature radio controlled aircraft with eight rotors) was used to capture the wide shots from the air, enabling footage that would have been impossible to shoot with a manned helicopter due to the need to fly close between trees in the middle of the forest.