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.

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.

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).

Perfect Fools’ Mark Chalmers and Tony Högqvist tag-teamed with Great Works’ Ted Persson for a Creative Social session at advertising festival Eurobest in Amsterdam last week. The talk, themed ’Digital is Dead’, took its own title literally, posing the question: if digital is dead, who is the murderer? By showing examples of some of their own mistakes they proposed that we should all learn from and stand up for our shortcomings. And that the biggest ‘digital’ sins are herd mentality, misuse of technology and siloed thinking.
Read more about Creative Social here and Eurobest here.

But Högqvist and Chalmers were not the only Fools on stage in Amsterdam. Foolishness was also represented by PF intern Sara-Lee Rost, who helped present the “Meet the Talents” session held by her digital alma mater Hyper Island. Sara-Lee joined several of her fellow Hyper students to talk about about “how the next generation of leading creatives will shape the industry.”

Yahoo! 2009 Creative Summit was held in Taiwan October 28-30 as part of advertising festival Spikes Asia, and Perfect Fools ECD Tony Högqvist was there to hold a lecture together with Cheil Worldwide ECD Alex J Kwon.
Högqvist and Kwon shared their insights into digital marketing, and how diminishing technical limitations are moving us into an all-digital advertising landscape.

PF global creative director Tony Högqvist and PF Stockholm managing director Fredrik Heghammar both go on jury duty this weekend, with two international media festivals calling for their creative expertise.

Tony is headed for Switzerland to be in the jury for the Golden Award of Montreux (read more about it here), while Heghammar will join the jury of the Festival of Media Awards in Valencia (more about it here).

Tony Högqvist, co-founder and Executive Creative Director, headed to London for a talk at the Click conference in November.

Click:London is an initiative launched in 2005 by Creative Review, and focuses on digital advertising and the opportunities and challenges ahead. More about this and Tony’s visit in Creative Review’s blog, found here.

This year the one-day event also got a sibling conference, held in New York. Read more about Click:NY here.

It’s soon Flashforward time again. For the 16th version of the venerable conference the folks at Lynda.com are tucking in to Austin, Texas.

Perfect Fools has contributed with two Flash Film Festival judges (Tony and Patrick), as well as one festival finalist (Saab Aero X, Navigation).

Tony Högqvist was one of three invited speakers at this spring’s Innovate seminar, hosted by MSN at Café Opera in Stockholm. Speaking before a full house, Tony explored the role craftmanship can play in helping to realize concrete results for major brands.

We’d love them anyway, but it’s nice to know that Tony and Tim are also two of the Swedish web industry’s “30 people who count.” At least according to the latest issue of Internet media newsletter Indikat. Now we’re going to have to kiss up to them even more.