Robert Lindström, Roger Stighäll, David Eriksson

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Swedish interactive boutique North Kingdom took advergaming to new heights last year, partnering with Goodby, Silverstein & Partners to create"Get the Glass," a winding first-person online game that was a significant facet of Goodby's "Got Milk" initiative. "We found inspiration from old TV shows for children, console games, role-playing games and board games we played as kids... and some we still play," says CEO/creative director David Eriksson. Ultimately, "it became a beautiful blend of old and new technologies used to tell an engaging and captivating story," he adds. But the web-based saga of a family trying to procure the last glass of milk on Earth is just part of the North Kingdom story. Launched by childhood friends Robert Lindström (pictured) and Roger Stighäll in 2003, the agency/production outfit has also developed internet work for brands like Vodafone, Philips and Absolut and is currently crafting a Grindhouse-meets-Axe style game for Coke Zero, among other projects. Aligning gaming and big-screen elements into its branded entertainment projects is a primary focus of the firm, which has locations in both Stockholm and Växjö. "I think we will start to see big names in both acting and producing film elements for campaigns, says co-founder Lindström. "Imagine a website directed by Quentin Tarantino or acting by Will Smith? Who will be first here?"

Eriksson, on the North Kingdom culture: "We inspire and encourage projects that are not part of our business [and] stay away from work when you are not supposed to be working. As long as you feel nothing is impossible, you can be inspired by everything that surrounds you."

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