Bronze Eurobest Award

Demo Film

Digital Proof JPG

TitleThe PARENTS 1
Product/ServiceVOLVO XC60 / XC90
Category D03. Print & Publishing
Idea Creation FORSMAN & BODENFORS Gothenburg, SWEDEN
Production NEW LAND Stockholm, SWEDEN
Name Company Position
Karl Risenfors Forsman & Bodenfors Art Director
Sophia Lindholm Forsman & Bodenfors Art Director
Leo Dal Forsman & Bodenfors Art Director
Hampus Elfström Forsman & Bodenfors Copywriter
Nicholas Düfke Forsman & Bodenfors Copywriter
Magnus Wretblad Forsman & Bodenfors Account Supervisor
Katarina Klofsten Forsman & Bodenfors Account Executive
Lena Sellman Forsman & Bodenfors Agency Producer
Bjarne Darwall Forsman & Bodenfors PR Strategist
Daniel Sjöstrand Forsman & Bodenfors Planner
Martin Joelsson Forsman & Bodenfors Designer
F&B Inhouse F&B Inhouse Web Design
Niclas Larsson New Land Director
Joel Rostmark New Land Producer
Adam Holmström New Land Producer
Linus Sandgren New Land D.O.P.
Sophie Tamm Christensen New Land New Land
Carla Luffe New Land Editor
Chimney Chimney Chimney Online
Patrik Johäll Superstudios Photographer, Stills
MUSIC Performed by: Pete Seeger Smithsonian Folk Ways Recordings Music Composition
MUSIC Performed by: Pete Seeger Smithsonian Folk Ways Recordings Music Composition

Cultural / Context information for the jury

The Parents begins with a couple attending an ultrasound screening, realizing that they will be having twins. The film jumps forward in time and the parents are now dealing with early mornings, towers of diapers, and new problems once the twins learn to walk. The mom and dad hastily baby proof the home, protecting the children from potential dangers. Their lives become an unrelenting stream of work, sleepless nights, diaper changes, and chasing toddlers. Towards the end, the film reaches a pivot point when the mother heads out to buy diapers. As she drives the mother doze off, drawn to sleep by the brief moment of serenity. She is slowly drifting into the opposite lane of oncoming traffic when the car alerts her and automatically steers back into its lane, avoiding a dramatic accident to happen. Supers appear: The car that looks after you, like you look after others.

Translation. Provide a full English translation of any text.


Tell the jury about the photography. Do not name the photographer.

Car photography is historically very homogeneous; stylized cars under perfect lighting and successful people driving them. They often paint an unrealistic picture of a life that some might strive for but no one can relate to. We wanted the photography to tell a story and stay true to the core idea of the campaign. The idea was to break category language by combining high craft car photography with imagery of chaotic family life and capture the charming imperfections that comes with having children.