In Perfect Fools’ and McDonald’s session at Cannes Lions 2010 last week, Shaun Russell, Nordic Marketing Director at McDonald’s, teamed up with Fredrik Heghammar, Tony Högqvist and Patrick Gardner to tell the unlikely story behind this winter’s transmedia campaign Dreaming in Mono: the project’s strategic roots, how it evolved through production, and where McDonald’s Nordic is headed next. The seminar took place on the final day of the festival, Saturday. Watch a part of the session here.

Last Wednesday Perfect Fools stood as co-host of the returning Swedish förfest – ‘pre-party’ – at Cannes Lions together with B-reel, CP+B Europe and North Kingdom. Drinks, authentic flavorless Swedish sausages and the French sun – now that’s a great concept! Who ever said Sweden has to be cold?

Next week Perfect Fools’ Fredrik Heghammar, Tony Högqvist and Patrick Gardner are heading south together with McDonald’s Nordic Senior Marketing Director Shaun Russell to hold a seminar at the Cannes Lions festival. The topic is transmedia storytelling and in particular McDonald’s Dreaming in Mono, a brand entertainment experience consisting of over one hour of feature film content broadcast across TV networks in the Nordic region, as well as related elements distributed in-restaurant, on Xbox live, iTunes and online.

The session will take place in the Palais’ Debussy Theater from 1.00 – 1.45 pm on Saturday, June 26, and is open to all festival delegates. Read more about Dreaming in Mono here and see the full festival schedule here.

Just over a week to go and there’s only a small handful of tickets left to this year’s Portfolio Night Stockholm. Are you an aspiring creative? Portfolio Night is your chance to meet and gather valuable feedback from experienced creative directors from many of the industry’s top agencies, including: Acne, B-Reel, CP+B, Garbergs, Great Works, North Kingdom, Ogilvy, Perfect Fools, Saatchi & Saatchi, Åkestam Holst and more. Play your cards right and you could go home with a great new job. Portfolio Night is sponsored by Adobe.

More information and tickets available online here.

Last night PF celebrated our 8th birthday with an all-out attempt to destroy our brand new office. And we came close to succeeding. Thanks to everyone who joined us for making it a party of epic dimensions. We love you, man! Now if only the room would just stop spinning for a minute …

On Fools’ Eve March 31 Perfect Fools celebrated 8 years and a new Stockholm office!
See more photos at our flickr page.

On May 20 Perfect Fools will host the first Portfolio Night ever held in Sweden, sponsored by Adobe. International advertising community ihaveanidea is behind the event, which started in 2002 and takes place simultaneously in more than 35 major cities around the globe. At Portfolio Night aspiring young creatives get a chance to get their portfolios reviewed by a number of invited top creative directors – “speed-dating for creatives” if you will. Tickets to the event are sold on Portfolio Night’s website from March 22.

Check out our promotion film for the event above and read an article about it here. Learn more about Portfolio Night 8 in Stockholm here.

Advertising is breaking free from old media and platform boundaries, and the ideas pushing the game ahead won’t easily fit into traditional moulds. The Tomorrow Awards is a brand-new awards show that recognizes this fact and brings all spotlight to the creative thinking by completely dropping category divisions.

Entries will be publicly voted on by the global advertising industry before a select group of ‘Monster Judges’ do the final assessment. The list of judges includes Perfect Fools Creative Director Mark Chalmers, as well as Colleen DeCourcy, Chief Digital Officer at TBWA Worldwide New York, Naoki Ito, Executive Creative Director at Wieden + Kennedy Tokyo, Sergio Mugnaini, Interactive Creative Director at ALMAP BBDO Brazil, Robert Wong, Executive Creative Director at Google Creative Lab and Tomorrow Awards Chairman Rei Inamoto, Chief Creative Officer of AKQA.

You’ll find the Tomorrow Awards’ website here and an article in Contagious magazine here.

This year Sweden’s Guldägget (Golden Egg) advertising competition jury includes two Fools: Patrick Gardner will chair the Production category, while Tony Högqvist will be doing his part in Interactive. Full jury lists here (Swedish).

This weekend fools Max Schedin and Johanna Boäng joined ninety programmers from around the world to explore and build the next generation of music applications during the 24h hack event Music Hack Day Stockholm. It was the first time the event was hosted in Sweden and Spotify, SoundCloud, last.fm and many others were there to present their APIs and do their own hacking.

Check out all the new hacks here and read more about Music Hack Day here.