Winners & Shortlists


Entrant Company FORSMAN & BODENFORS Gothenburg, SWEDEN
Advertising Agency FORSMAN & BODENFORS Gothenburg, 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 Designer
Forsman/Bodenfors/Designer Ass. Johan Fredriksson Forsman/Bodenfors Production Behind/The/Scene/Film
Oskar Wrangö Camp David Director
Kristina Wibom Camp David Executiv Producent
Per Welén Camp David Producer
Mattias Andersson Camp David D.o.p
Mattias Petersson Camp David Composer
Frost/Stopp Frost/Stopp Post Production

The Campaign

The main object of the campaign was to get Sweden’s politicians attention and make them realize the potential in this new, revolutionary, type of bio-fuel. The end goal would be for them to take measures that make it economically possible for Preem to produce and market the Gasoline of the future (i.e creating laws that subsidize green gasoline). But instead of just traditional lobbying, we decided to use the public, their voters, as our megaphone. Giving them free gas in return for sharing our message, to prove to the politicians, that there is a demand for the Gasoline of the future.

Success of the Campaign

Over 2000 litres was collected at the campaign site, the initiative was widely discussed on twitter, blogs and in news press. After Preem’s presence at the annual politicians’ week in Almedalen, where they used the litres collected and the media buzz to convince a specific target group of some 30 politicians to show proof of demand, they now plan for a real launch of the product in 2017. The campaign not only resulted in collected litres and one step closer to getting the product on the market, it also made people aware of Preem’s ambition to become the most eco-friendly fuel company in the world.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

We created a film that carried our message, designed to break the norm on how fuel-companys normally communicate. The film pointed viewers directly to the campaign site where they could collect their free gas and spread our message. To boost the campaign, we collaborated with influential bloggers and environmental advocates who helped with the initial spreading of the film. When enough people had collected free gas, Preem used them to show the politicians that there is a proof of demand of their product. Now they plan to launch it for real in 2017.