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Ever wondered what you might look like when you're ready to retire? Most people don't, but AMF Pension is encouraging potential customers to look ahead and face the future reality. Their new interactive ad campaign lets people send in their photos via mobile phone, and AMF sends back a digitally altered picture of them at 70 years old. The whole process takes minutes, and in all likelihood gets the message across that it's never too early to start planning for retirement.

This campaign won the Forsman & Bodenfors ad agency the Epica Award for best mobile marketing campaign.