About creative business
Magnus Svensson, is Creative Director at From Stockholm With Love – a digital advertising agency based in Stockholm, Sweden.
Here Magnus talks us through FSWL's 2013 D&AD Award winning work, what makes an independent agency stand out from the crowd, and why it's important to stay on your toes.
Tell us a little about your D&AD Winning piece...
To promote the Swedish Post’s pre-franked parcels and encourage people to send more christmas gifts, we launched The Parcel Memory together with the agency Åkestam Holst. It’s a digital version of the classic memory game, challenging Sweden to keep the parcels in mind.
If you found a matching pair you won both. But since they were identical (and giving is just as fun as receiving), one of them had to be sent to a friend.
Two of the 400 parcels were Jokers and uncovering one of them sent all remaing parcels into a shuffle, making the game unpredictable again.
The digital production included many diffrent components such as live broadcasting, multiplayer functions, interactive lighting and dealing with huge amounts of users.
What was your breakthrough campaign?
We started From Stockholm With Love back in 2007 so ”The Eco Dance” (2008), made together with the agency King, really gave us a push in the right direction. This was when Flash really entered the arena in forms of making interactive videos and Eco Dance was the first project using advanced 3D face mapping. We’re still amazed of the outcome of this project.
Samsung Shakedown (2010) gave us lots of sweet love and awards from the industry, and it also paved the way for many interactive live campaigns.
What makes you stand out from the crowd?
Our focus has always been to deliver visually pleasing productions with many hours spent to maximize the details. Through our extensive focus on quality and design, we believe that our involvement in our projects takes the idea to another level by giving the user something above his/her expectation.
We also possess considerable technical skills, which is unique among production companies focused on web in Sweden. Knowledge of programming that runs deeper than just the front-end enables us to make the user experience rich on all platforms.
What are the main benefits of being independent? Does it give you more creative freedom / make you more productive?
Combining digital production with being independent makes every day a cliff-hanger. You never know what’s next and therefore you must always be on your toes.
What keeps you inspired?
A perfect day filled with creativity and solutions.
What are the challenges of being smaller than your competitors?
Convincing clients that you don’t need an army to make digital productions.
How do you recruit / find new creative talent?
We always have our eyes on schools like Hyper Island, but right now we have a great team that has been built up over many years. It’s a perfect match of experience and youthful enthusiasm.
Do you think young talent benefit more from smaller, independent environments or larger agencies?
I think it all has to do with how the agency work with new, younger recruits, and what you as a new employee make of it.
If you work at a small agency you could be featured here, the first step is to enter your work into D&AD Awards 2014. Now Open.