Title	THE FILM HISTORY INK
Brand	THE GULDBAGGE AWARDS
Product/Service	THE GULDBAGGE AWARDS
Category	A01. FLAT MAILING
Entrant Company	LOWE BRINDFORS Stockholm, SWEDEN
Advertising Agency	LOWE BRINDFORS Stockholm, SWEDEN

Name	Company	Position
Rickard Villard	Lowe Brindfors	Executive Creative Director
Jeremy Phang	Lowe Brindfors	Art Director
Desire Engström	Lowe Brindfors	Copywriter
Noel Pretorius/David Drew	Lowe Brindfors	Designer
Mikaela Rönnberg	Lowe Brindfors	Producer
Jesper Kewenter	Lowe Brindfors	Final Art
Lena Barthon	Lowe Brindfors	Final Art
Anna Serner	Swedish Film Institute
Ida Kjellgren	Swedish Film Institute
Hanna Söderstedt	Swedish Film Institute

The Brief

In 2014, the Swedish film awards, Guldbaggen, turned 50 years. Our assignment was to create an invite to the anniversary gala. Despite the celebrations, the Swedish film industry suffers from a lack of confidence and the great manuscripts are surprisingly few. We wanted to bring some pride back to the industry. We wanted to do this by reminding people of Sweden's heritage of fantastic filmmaking and at the same time encourage them to write the future. But more importantly, we wanted to start a debate among opinion formers and the Swedish public about the current state of the industry.

Creative Execution

The Guldbagge award is installed to honour and encourage Swedish filmmaking and make the industry proud of its achievements. At the same time, the receivers of this invite, the Swedish film industry, is a very picky group that is hard to impress since they are used to receive elaborate invitations. By a first glance this seem like a quite unspectacular invitation. But when taking a second look the receiver fast realised that this simple letter and pen contains the fantastic Swedish film history.

Describe the creative solution to the brief/objective.

We turned the Swedish film history into ink. We collected props that had been a part of Swedish film making for the past 50 years: manuscripts, old photographs, cinema props, personal notes, storyboards, clothes, make up and personal belongings of legendary Swedish film personalities. Then we put everything in an industrial blender and mixed the history into this special ink. The ink was used to print the invite and also to fill a pen, inspiring the receivers to write the next chapter of the Swedish film history.

Results

A simple invite became the fuel that started a discussion about the state of the industry. It was featured in Sweden's biggest morning show and newspapers. Media impressions: 2,6 million people. Total value of earned media €670 270 - media coverage beyond any earlier invitation. People from all over Sweden contacted The Swedish Film Industry wanting to buy the pen. More people than ever came to the gala. With a total budget of €9000 we made the ink, printed the invite, filled the pens, sent it to the 2000 invited and made a movie about the process.