The Alchemists – Blog

One of Perfect Fools partners, Fredrik Heghammar came to Brazil last month invited by Globo.com, the online branch of leading Brazilian TV network Globo to lecture and presented Petra – our trainee – with an interview. Fredrik talks about the Dreaming in Mono project, Transmedia and the future of each one. Check everything out down here!

When did Perfect Fools decide to embrace Transmedia? How did it happen?

We knew from the start that we had to work this way. The idea was to create something that didn’t need marketing to be spread. The challenge here was to help our client to sell this way of working to the board of McDonald’s since this way of working doesn’t have any traditional guidelines to follow and not all people Who work with marketing is familiar with this way of thinking.

What were the best results on the Dreaming in Mono case?

For us it’s been a good door opener to talk about other ways of doing communication and marketing. For McDonald’s it created a lot of positive buzz and the staff in the nordic region felt really proud that McDonald’s dared to go on a non traditional way with the marketing.

What is the future of the project? Are there spin-offs planned?

Nothing planed at this point, but we have a really good concept to take this even further when they are ready.

If you could say the story of Dreaming in Mono in three lines, what would be that?

Dreaming in Mono is a story about a man and his dream. It’s about old rivalry, love and friendship. It’s about pushing the boundaries to reach higher, true dedication and passion for what you believe in.

In the Cannes presentation you said: “we didn’t have a brief, we didn´t have timings, we didn´t have media budgets, we didn´t have everything”; was it difficult to come to this final idea?

Not really, when we had the main story in place ,we just let the creativity flow and we ended up with way more stuff then what’s ended up in the final production.

Since there had never been done anything similar to this project, was the start too difficult? Didn´t everyone feel lost?

Yes we had to do some serious planning to make this happen, but since everybody involved liked the idea so much we never had that many obstacle on the way.

How was the process of working with so many professionals that generally are not involved on the average digital communication deliverables (scriptwirters etc)?

It was a true collaboration in every area . We all left our comfort zones and focused only on the end result.

What is the future of Transmedia Storytelling in your opinion?

I really believe in this way of working. The idea that the brands/companies will be their own media houses sounds like candy to me. But there is a long way to go, the media companies really need to adjust their way of working. We need to better tools to measure activities like this, and when that is in place I think the results will talk for itself.