TV ads: Famous young Swedish people, portrayed as seniors, invited you to send an MMS text message with your picture in order to see how you might look as retired.

Banners and outdoor posters were also used to spread the message. One part of the outdoor campaign used a technique called 'Lenticular printing', which made the face on the poster change from young to old depending on which angle you were watching it from.

In addition to using the mobile phone, you could upload your picture at a website – and also look at other people's transformations in a gallery.

322,946 pictures sent via MMS. Goal exceeded by 546%.Doubled number of visitors at campaign site.Advertising awareness increased by 33%.Preference of AMF quadrupled during campaign.Awarded 'Best Mobile Campaign in the World' at Global Mobile Awards in February 2008.