Every person gets to follow his or her particular invite on a journey through the past year's biggest Swedish films. It’s a celebration of the industry and a summary of the past year's Swedish films. Also, every envelope was handmade and every storyboard personal. It was the envelope with your name you got to follow and your mailbox it landed in in the last picture.

Both these things make this invite both relevant and something that people in this industry are not used to getting in their mailbox. It was impossible to miss this year's invite to the Guldbagge gala.

People called, emailed and texted with positive comments about the invite. More people than ever responded to the invite and came to the gala. The invite got mentioned among Swedish celebrities in social media and in several local newspapers.