All AMF Pension’s campaigns aim at getting people more engaged in their future – and through that, also their pension savings.

In this particular campaign, AMF offered everyone to send a MMS text message with their picture and get back a picture showing how they might look when they are 70 years old. Just a few minutes later.

TV ads: Famous young Swedish people, portrayed as seniors, invited you to send a MMS text message with your picture in order to see how you might look as retired. Banners and outdoor posters were also used to spread the message. One part of the outdoor campaign used a technique called “Lenticular printing”, which made the face on the poster change from young to old depending on which angle you were watching it from. In addition to using the mobile phone, you could upload your picture at a website and also look at other peoples transformations in a gallery.