Strategist behind Volvo’s Van Damme Epic Split video to headline BEfest

The strategist behind the most awarded piece of branded entertainment of all time is to present the keynote at this year’s BEfest.

Organised by Mumbrella, BEfest is Australia’s only conference dedicated to the fast growing world of branded entertainment and branded content.

BEfest returns to Sydney for the fourth time on November 5, with Tobias Nordstrom, head of planning at Swedish agency Forsman & Bodenfors, presenting the keynote.

Tobias Nordstrom - BEfest 2015 headliner


Nordstrom was the brains behind what became last year’s most awarded campaign, featuring Jean-Claude Van Damme doing the splits between two moving Volvo trucks.

The viral hit generated more than 100m views driven by a media strategy in which YouTube and PR were the main two channels used.

Volvo’s “Live Test Series” work also catapulted Forsman & Bodenfors to become the most awarded agency in the world last year, according to the Gunn Report. The agency was also behind this year’s award-winning “805 million names” campaign for the UN World Food Programme which reached over 1.2 billion people.

Nordstrom will discuss how he and his agency have converted countless brands and marketing executives to embrace content-driven communication, while sharing insights into the strategies underlying the agency’s most successful branded entertainment project.

BefestIn other topics to be explored at BEfest, a panel of CMOs will showcase recent branded entertainment work that they’ve produced, the metrics they used to measure success, and the things they’ll do differently next time.

Presenters include Jane Power, Bupa Australia & New Zealand’s director, brand and health & care marketing; Emma Rugge-Price, GE Australia & New Zealand’s VP of branding and communications; and John Broome, Kellogg Company Australia & New Zealand marketing director

Meanwhile, a session on what brand managers can learn from filmmakers, musicians and visual artists will feature a panel of music executives, artists, and arts-loving marketing executives who’ll explain why brands can do more to leverage the creative assets and promotional cache of artists from Australia and New Zealand.

Speakers include Roddy Campbell, Universal Music Australia’s GM business development; Victoria Doidge, David Jones’ GM marketing communications and former Sydney Opera House chief marketer; and Anna Burns, Future Classic’s general manager

A panel of experts will also come together to dissect what branded entertainment really means, highlighting a broad range of unexpected case study examples. Presenters include Anthony Freedman, Host CEO and founder; and Justin Drape, The Monkeys co-founder and chief creative officer.

Danielle Long, editor of The One Centre’s Branded Arts Review and co-curator of BEfest, will once again return to present a showcase of the best in brand entertainment from Australia and the rest of the world this year.

To view the BEfest program and find out how to buy discounted earlybird tickets, click here.

Meanwhile the entry deadline for the 2015 BEfest Awards closes next Friday 18 September. For more information on how to enter the awards, click here.BEfest Awards 2015


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