Anyone can be a hero.
The Cake General (Tårtgeneralen) was a perfect storm of all things popular: It was the directorial debut of two of Sweden’s most prominent TV personalities, starring the country’s most famous actor and was scored by one of our most beloved artists. AND it was a warm, bittersweet underdog story, jam-packed with easter eggs and delicious nuggets of nostalgia. It was a pure pleasure planning and producing the digital assets for the movie’s release campaign, acting as a social media planner, copywriter and film editor / supervisor.
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The Challenge
Identify the films key selling points and convert them into digital assets, preferably with viral potential.
The Solution
We produced a series of relatable scenes, memes and behind the scenes, along with trailers and other promotion material to be seeded to press and talents social media. Further, we planned a PR event with the Swedish national football team which press coverage and additional digital assets. Finally we held a live Q&A with the directors, broadcast on Facebook and Instagram.
The Result
The film exceeded expectations at the box office and was awarded with the Audience Award at Guldbaggegalan (the Swedish Academy Awards).
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Trailers & Teasers
The production company Nexiko provided us with the movie, its soundtrack and a full-length trailer. Our art department made the artwork. My assignment was to adapt, curate and create assets for digital channels, telling the story in 15 seconds or less.
15s char trailer
15s char trailer
15s char trailer
Stunt
We had the opportunity to host a private screening for the Swedish national football team, who had just qualified for the World Cup. The screening was introduced by the directors Filip Hammar and Fredrik Wikingsson, together with top-billed star Mikael Persbrandt. This resulted in several digital takeaways that in turn secured media coverage and strong organic reach.
