Swedish production companies arrange their own advertising competition, Roygalan. It awards best film, best director, best DOP, best animation and special effects.
This year Forsman & Bodenfors
and production company MFL won best film with the commercial "Talk Back." The client, IQ, is a part of Swedish Systembolaget—the Swedish Alcohol Retail Monopoly. IQ informs about alcohol abuse damages and works toward healthier alcohol consumption. The stunning commercial was directed by Joachim Trier and DOP Jacob Ihre. Creatives were copywriter Anna Qvennerstedt (who was awarded with The Platinum Egg this year for her complete line of work so far—the most prestigious prize a single Swedish creative can get) and Lydia Putkinen. The agency producer was
Charlotte Most and the account managers were Andreas Engstrand and Hans Andersson.