The Swedish Film Institute wanted to reach and influence key stakeholders in spheres that affect the film industry. SFI therefore aimed to position films from solely residing in a cultural arena to a societal arena. Showing that films are an important part of our society.

With Augmented Society, they made the target group the senders by offering a platform to distribute current topics within their own field with films as reference. And it proved to be an engaging tool. So engaging that the initial goal of engaging 20 opinion leaders was clearly surpassed in just a few weeks.

To date, more than 140 prominent leaders within the cultural and societal arena have been involved in the project, creating content on Augmented Society that they have spread in their own networks.

Implementation step by step

1) Research: Find the common thread between famous film titles and current events.

2) Production of a video news release with Stellan Skarsgård as VO.

3) Launch of site at the Film Festival in Cannes

4) Creating a permanent editorial board.

5) Mapping out opinion leaders with strong networks

6) Seminar at the political summit in Almedalen.

7) Job opening: editor for Augmented Society.

8) Emma Grey Munthe is recruited as chief editor.

The initial goal of reaching 50 top influencers, were clearly met – in fact they all had signed on as contributors. To this day 143 influencers and counting have contributed with content – the ones we set out to influence ended up being the senders of our message. Some of which have the highest clout score in the country:

Ingvar Carlsson (Former Prime Minister), Benny Andersson (Composer, ABBA-member), Birgitta Ohlsson (European Minister for Cultural Affairs), to name a few.

The site started out as a campaign but has now evolved to a permanent media, continuously updated with new influential contributors and content.