The 20th Annual Webby Awards November 16, 2015

An Interview with Forsman & Bodenfors

Why the Internet can't be stopped in 5 words: There is no off button.

We’re thrilled to continue our 20th Webbys celebration by featuring Swedish advertising agency Forsman & Bodenfors and their team’s depiction of “The Internet Can’t Be Stopped.” With one look at Forsman & Bodenfors’ Webby-Winning work, it’s apparent the agency is continuing to change the standard of European digital advertising.

Founded in 1986, Forsman & Bodenfors has been awarded over 20 Webby honors over the past eight years. Ranked by The Gunn Report as the Most Awarded Agency in the world in 2014, the agency has created notable campaigns such as IKEA’s Dream Kitchen, Volvo Trucks FH Launch “Ballerina” , and the unforgettable campaign that had everyone creating parodies, Volvo “The Epic Split” starring Jean-Claude Van Damme. The Webbys also called on F&B to create our 17th Annual Webby Awards show creative with the theme of “The Internet is Huge. Winning is Huge.” and the outcome was amazing. Watch a couple category opening videos below!

We caught up with the creative team about the inspiration behind the meme-tastic artwork and what they are most excited for in the next 20 years of the Internet.


Webby Comedian of the Year
by Forsman & Bodenfors

Forsman & Bodenfors on stage at The 18th Annual Webby Awards.

Tell us about your depiction of “The Internet Can’t Be Stopped”

The Internet has given us all a great deal over the years; the triumphant revenges of Paul Potts and Susan Boyle, surviving hangovers by binge-watching Netflix, the Arabic Spring, Kim Kardashian’s ass, animals being dicks and anything and everything you could ever think of. Awesome and clearly unstoppable. Which is why we chose to ask the contributors to the Internet the very relevant question; what are you giving back? The stuff that goes into the Webbys should be the pinnacle of what’s great online and we want to, in a humorous way, get people to stop and think for a second of whether their work is worthy. If the answer is yes, then go the hell on and enter it!

What’s the best thing to happen to the Internet in the past 20 years?

We don’t think there’s one single event or piece of content that’s happened to the Internet, but rather what the Internet has enabled people to do with it. It’s obviously changed everything from communication to our behaviour to entertainment and well… everything. Just take the fact that the Internet has grown immensely in political importance and that it’s now a positive force for democratization. It’s quite mind-blowing how we now, in a just a blink of an eye, can mobilize masses for a demonstration, a relief effort or a fundraiser.


Webby Athlete of the Year
by Forsman & Bodenfors

What are you most excited for in the next 20 years of the Internet?

Considering what’s happened in the past 20 years and everything that it has contributed to, and the development happening faster and faster, it’s impossible to imagine. But one thing we’re equally excited about and scared of, is the development of artificial intelligence. The Internet having cognitive abilities and running itself.

Your team has helped shape the last 20 years of the Webbys. What are you working on now?

If we told you, that would kind of ruin the surprise wouldn’t it?

How is Forsman & Bodenfors using technology to connect consumers to clients at the moment?

We never start with technology itself when trying to help our clients. We always start with the core idea and if needed we use technology as a vehicle for that specific idea.

Tell Us in 5 words why the Internet can’t be stopped.

There is no off button.

For the Call for Entries for our 20th Webby Awards, we have partnered with 20 Webby Winners – who throughout the past 20 years have shaped not only The Webby Awards, but the Internet itself. Read more about our 20th Webbys collaboration here. 

Don’t forget you can watch all the highlights from the 20th Annual Webby Awards now!

26th Annual Webby Awards


Watch Here