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How Åkestam Holst Turned These Kids Into Mini Maestros in Just Five Weeks, 2 years, 7 months ago

Agency works with Folksam Insurance to teach toddlers Erik Satie’s 'Gymnopédie no 1.'

How Åkestam Holst Turned These Kids Into Mini Maestros in Just Five Weeks

Erik Satie’s Gymnopédie no 1. has been performed at some of the most impressive concert halls around the world. At grand Parisian parties in the 20’s and not the least in the modern cult movie The Royal Tenenbaums. 

But in this new campaign from one of Sweden’s largest insurance companies Folksam, the spotlight turns in a different direction when the piece is performed by 3-4 year old kids with no previous musical experience. The campaign movie shows the toddlers performing live together on their grand pianos orchestrated by kapellmeister and composer Jan Risberg of the Royal College of Music in Stockholm.

"This was a five week project with small children without any musical or instrumental experience. For me it was never about creating the perfect performance, but rather about pushing our perspective, our creative boundaries and to create desire. Kids possess extraordinary capacity, through them we can all be inspired." says Jan Risberg.


Advertiser: Folksam

Creative Agency

Account Director: (Interactive) Henrik Adenskog

Account Manager: Frida Detter

Art Director: Johan Landin

Copywriter: Filip Laurent

Creative Agency: Åkestam Holst

Designer: Torbjörn Krantz

Planner: Jerker Winter

Producer: Leila Widgren

Project Manager: Linda Holmsten

Media Agency

Media Agency: Maxus

Production Company

Director: Marcus Johnson

DOP: Fredrik Bäckar, (Docu) Erik Ericsson

Executive Producer: Christer Kildén

Producer: Gustav Appelgren, (Docu) John Mork

Production Company: Film De Liberté

Category: Finance/insurance , Insurance

Genre: Music performance , Stunts