IOFA with Aaron Starkman
Episode 7. Anna Qvennerstedt June 7, 2019
Jun 7, 2019
Anna Qvennerstedt, an advertising executive and creative director at Forsman and Bodenfors, talks about their famous Jean-Claude Van Damme Epic Split spot for Volvo. They also discuss the digital landscape in Sweden, the importance of collaboration in creative work, and share a funny story about presenting an idea with a cheese doodle mascot.
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Episode notes
Psychological Safety Fuels Creative Work
- Forsman & Bodenfors fosters creativity by creating psychologically safe, peer-driven teams rather than top-down creative directors.
- Collective review and team autonomy act as a safety net that raises idea quality across the agency.
Show Work Early And Often
- Show work continuously to colleagues and ask for opinions throughout the process.
- Use regular peer feedback to catch weak spots early and to improve ideas collectively.
Epic Split Was Built On Strategy
- The Epic Split grew from a year-and-a-half strategic process called Live Test Series that aimed to demonstrate truck benefits via experiments.
- The campaign targeted a broad audience to influence buyers indirectly and ran across years, not just as a one-off viral stunt.