In the 1990s, Swedish youth could get help with their dilemmas through the “letter film” segment on the SVT program Bullen. Now, IQ is bringing the “letter film” into the 2020s by capturing young people’s questions on social media and having actors Adam Kais (Snabba Cash), Elsa Ă–hrn (Vinterviken), and Saga Samuelsson (Nattryttarna) portray them. As usual, the person in the film has not written the “letter.”
“A lot has changed since the 90s, and linear TV is no longer a common gathering point for young people. However, today’s youth still have questions and concerns, especially about alcohol. We asked ourselves how the ‘letter film’ would look if it were created today, and that’s how we came up with ‘Scenes from a Booze.’ Inspired by Bullen, IQ is relaunching the concept for a new generation,” says Mojtaba Ghodsi, CEO of IQ.
In “Scenes from a Booze,” actors Adam Kais, Elsa Ă–hrn, and Saga Samuelsson will take young people’s questions about how alcohol affects their relationships and dramatize them. This will then be discussed by hosts Alice Stenlöf and Carl Tuleus, with assistance from sexologist Kalle Norwald and psychologist Siri Helle.
Fabian Penje, known for his acting in “Young Royals” and as Theo in IQ’s “The Buzz,” Sweden’s first drama series on TikTok that premiered last year, will make his directorial debut.
“It will be an exciting challenge to bring the theater format to TikTok. Working on ‘The Buzz’ has opened my eyes to how alcohol is depicted in popular culture today, which often does not align with reality,” says Fabian Penje, the debuting director for “Scenes from a Booze.”
With “Scenes from a Booze,” IQ aims to challenge the often taken-for-granted presence of alcohol in social, dating, and friendship contexts, encouraging more people to become aware of their behaviors and make conscious choices.
In the first step, IQ will collect young people’s questions and dilemmas through collaborations with various social media influencers.
Last year, IQ created Sweden’s first drama series for TikTok, “The Buzz,” which quickly garnered hundreds of thousands of views and significant attention. “Scenes from a Booze” continues IQ’s efforts to capture young people’s attention through popular culture and promote reflection on a smarter approach to alcohol.
Facts about “Scenes from a Booze”:
- Script & direction: Fabian Penje (The Buzz and Young Royals).
- Cast: Adam Kais (Snabba Cash), Elsa Ă–hrn (Vinterviken), and Saga Samuelsson (Nattryttarna).
- Panel: Alice Stenlöf and Carl Tuleus.
- Experts: Kalle Norwald, sexologist, and Siri Helle, psychologist.
The collection of dilemmas will take place during weeks 19 and 20, and the “letter films” will premiere on TikTok, Instagram, and YouTube during week 22.
IQ promotes a smarter approach to alcohol. By creating awareness, reflection, and engagement around one’s own and others’ drinking, we contribute to reducing alcohol-related harm in society. IQ is an independent subsidiary of Systembolaget. Read more at https://www.iq.se/ (Sweden, May 2024).
Alcohol Awareness 