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Fonk for Thoughts: Benrik Limited
French-New Zealandish-Swedish Benrik Limited promote their warped vision, imposing it on consumers everywhere. Time for their Fonk for Thoughts.
Photo Benrik Limited: 'Your values are our toilet paper.' BlogFonk: Who are Ben Carey and Henrik Delehag? And where are you from? Benrik: Ben Carey and Henrik Delehag are Benrik Limited. Ben is half-French, half-New Zealander. Henrik is from Sweden. They left advertising and formed Benrik in 2003 to promote their warped vision of the world, imposing it on consumers everywhere and indeed on the world itself. BlogFonk: Do you love your work? Why (not)? Benrik: It's not work. That's why. BlogFonk: What is 'This Diary Will Change Your Life' all about? Benrik: 'This Diary Will Change Your Life' is a diary that dictates your life for the year, with one instruction per day. Each day is designed like a poster, in a totally different graphic style. The first one came out last year with tasks such as 'today do a runner', 'today propose to a complete stranger' and 'today be gay for a day'. The 2005 edition has just been published, and claims to be more radical. Follow it for a year and your life will definitely change, although not necessarily for the better. 
BlogFonk: Did it change your life? Benrik: Yes. BlogFonk: Is there difference in mentality of creatives in the countries you've worked? Benrik: Our experience is that Franco-Kiwi-Swedish creatives based in London tend to be much more talented and broad-minded than others. BlogFonk: What are the latest important developments you've noticed in advertising? Benrik: Since leaving advertising, we have mostly stopped noticing it, like normal people. It may be a cliché, but advertising is facing a slow death as people have more control over what they view. In the future, advertisers won't be able to bash people over the head with their media spend but will have to score brownie points with consumers by helping create genuinely worthwhile entertainment. 
BlogFonk: Which project are you most proud of? Benrik: We're always most proud of the last thing we've done. Right now, it's 'The Couple's Book', the first book designed for two people. It's an interactive companion to the modern relationship, where couples write down their issues with each other and document the unique details of their relationship, like who paid on the first date, their vintage orgasms, their trial separations, and much more. It also explains who gets to keep it in case of divorce... It's not out yet but you can check out some pages on our site www.benrik.co.uk. BlogFonk: If you'd be given the chance to do something over again, what would that be? Benrik: This interview. BlogFonk: Finally, what is your motto, your 'Fonk for Thoughts' (inspiration to be creative)? Benrik: Benrik's motto is 'Your values are our toilet paper'. |
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posted by BlogFonk: Thursday, September 30, 2004 [#]