SWEDEN – The advertising bureau behind a novel advertising campaign for Sweden’s largest fund company AMF Pension has won a prestigious prize lauding the campaign’s success in making young people think about pensions.

This year's Media Lion Grand Prix at the Lions awards in Cannes was presented to Forsman & Bodenfors, a Gothenburg-based advertising bureau, for the ‘MMS’ campaign created for AMF - a multi-platform advertising campaign which managed to engage a young target audience in the idea of building up a pension.

Interactivity with its audience was the key to the campaign which invited young Swedes to upload photographs of themselves on a website or send them via MMS and have them reworked to show what they might look like aged 70.