Title | THE SMILE |
Brand | AMF |
Product/Service | OCCUPATIONAL PENSION |
Category |
A01. Direction |
Entrant
|
FORSMAN & BODENFORS Gothenburg, SWEDEN
|
Idea Creation
|
FORSMAN & BODENFORS Gothenburg, SWEDEN
|
Media Placement
|
MINDSHARE Stockholm, SWEDEN
|
Production
|
PAROLL Stockholm, SWEDEN
|
Production 2
|
CHIMNEY Stockholm, SWEDEN
|
Additional Company
|
ICON FILM Bucharest, ROMANIA
|
Additional Company 2
|
F&B FACTORY Gothenburg, SWEDEN
|
Credits
Jacob Nelson |
Forsman & Bodenfors |
Copywriter |
Evelina Rönnung |
Forsman & Bodenfors |
Art Director |
Leif Sorte |
Forsman & Bodenfors |
Account Supervisor |
Anna Daniel |
Forsman & Bodenfors |
Account Director |
Lena Birnik |
Forsman & Bodenfors |
Account Manager |
Julia Blomquist |
Forsman & Bodenfors |
Planner |
Magnus Kennhed |
Forsman & Bodenfors |
Agency Producer |
Andrea Kellerman |
Forsman & Bodenfors |
Designer |
Kalle Garmark |
Forsman & Bodenfors |
Motion Graphic Designer |
Tomas Jonsgården |
Reform Film |
Director |
Magnus Åkerstedt |
Reform Film |
Producer |
Rasmus Videbæk |
Reform Film |
Cinematographer |
Serban Porupca |
Reform Film |
Production Designer |
Oana Paunescu |
Reform Film |
Costume Designer |
Gregers Dohn |
Chimney, Stockholm |
Editor |
Jean-Clement Soret |
MPC, London |
Telecine |
Frippe Jonsäter |
Chimney, Stockholm |
Sound Design |
Laurent Perez Del Mar |
Laurent Perez Del Mar |
Music Composer |
Jesper Gadeberg |
Jesper Gadeberg |
Music Stylist |
Cecilia Rosendahl-Lavén |
AMF |
Head of Marketing and Communications |
Åsa Ambuhm |
AMF |
Brand Manager |
Lisa Pettersson-Noord |
AMF |
Campaign Manager |
Tell the jury anything relevant about the direction.
The director wanted the viewer to figure out who’s who in our commercial. And not give away the joke until we got to the very end. And in order to make the subtle joke as funny as possible, the director made sure the build-up was as “big” as possible.
Write a short summary of what happens in the film
For 500 years, the world has wondered why Mona Lisa smiles. In this film for AMF (Sweden’s biggest pension fund for occupational pension) we present the long awaited answer.