The Square Page #3

CouId you puII over...

so I can take a Iook?

PIease, I have three chiIdren

and diabetes. One krona?

Excuse me... PIease, one krona?

-Thank you, ma'am.

-A IittIe money? Thank you.

Thank you, ma'am. PIease, kind ma'am.

HeIIo, heIp me... One krona, pIease.

HeIIo, heIp me. One krona, pIease.

Thank you. HeIp me, pIease.

Do you want to save a human Iife?

Do you want to save a human Iife?

Do you want to save a human Iife?

-HeIIo.

-Hi.

How are you today?

Money...

Sorry, I don't have any cash.

But I couId buy you something to eat.

Chicken ciabatta.

-What?

-Chicken ciabatta.

-Okay, chicken ciabatta.

-Yeah.

What did you say?

-''No onions''?

-Yeah.

-Hi.

-Hi.

I'd Iike a pay-as-you-go SIM card

and one chicken ciabatta.

Has anyone dropped off a parceI

or Ietter addressed to ''Christian''?

Peggy?

-Peggy?

-Yes?

Has anybody dropped off a parceI?

A parceI?

A parceI or a Ietter for Christian?

-No.

-Nothing?

-Sorry.

-Okay.

Have a nice day.

Here's your ciabatta.

Pick the onions out yourseIf.

Cock, goddammit!

Show us your b*obs!

We apoIogize,

my husband has Tourette's.

Whore!

-F*** off!

-That's enough.

Cocksucker! Whore!

This is outrageous.

Shut up! Go home! F*** off!

We have this one opportunity

to meet this fantastic artist...

Show us your b*obs!

Let's continue.

Everyone is weIcome,

irrespective of views...

Go home! F*** off! Suck cock!

-We can't hear a thing.

-The atmosphere is stressing him out.

Shut up! Go home!

CameI toe!

Try to be a bit toIerant.

The man is suffering

from a neuropsychiatric disorder.

This isn't voIuntary,

so show some toIerance.

What are you up to?

AIgot, come here.

She's off her rocker...

HeIIo, my name is Christian.

I beIieve you caIIed me?

WeII, I'II be damned!

UnbeIievabIe.

Money?

-This is for you.

-Thank you.

-And this...

-Thank you.

Thank you...

Attention, peopIe...

This is a very speciaI pIace.

Right behind here...

I'm serious,

this is the RoyaI PaIace.

The former private quarters

of the king and queen is next door.

And one person here tonight has

the keys...

We thought we'd pop in

and have a Iook.

Oh, crap! We have...

Don't forget to be extremeIy carefuI

with the interiors.

-Josefina!

-Come with us...

Do you know this one?

No.

I am not going to sIeep

with her tonight.

-HeIIo?

-Hello, is this Christian?

Yeah.

This is the Central Station

7-Eleven.

l'm calling to say

that there's a parcel here,

waiting for you.

There must be

a misunderstanding,

I picked it up yesterday.

This came just a little while ago.

l'm holding it as we speak.

lt has ''Christian'' written on it,

so it has to be yours.

-And it was dropped off today?

-Yes, today.

That's strange...

CouId you open it for me?

-You want me to open it?

-If that's possibIe, pIease do.

There's a little note inside.

Is there a message?

-Yes, want me to read it to you?

-Yes, pIease.

''You accused me of being a thief.

Apologize to me

and my family,

or l'll make chaos with you.''

Oh, I'II be darned...

''Chaos'', you said?

Yes. ''Or l'll make C-H-A-O-S

with you.''

Yeah, weII, I'II pick it up

as soon as I can.

There's a phone number here

too, want me to say it?

No, never mind, I'II come

and get the parceI.

-Thank you for caIIing.

-Great, bye.

-WiII you be wearing your hair up?

-That's the pIan.

-Okay

-Is it time?

One, two, three...

Yes!

What's up!

-How are you feeIing about this?

-Great.

We're getting cIoser.

I'm excited to hear

what you've come up with.

-Right. Are you aII set?

-AbsoIuteIy.

-It's great to be back.

-Great to have you back.

This project raises many interesting,

topicaI and humanitarian issues.

But the chaIIenge here,

is to cut through the media cIutter.

Your competition isn't other museums,

it's disasters, terrorism,

and controversiaI moves

by far-right poIiticians.

Keep that at the back

of your mind, stay caIm,

and DanieI wiII teII you

about our idea.

Moving media,

that's what we recommend.

When making fiIms today,

you need to be aware

that peopIe have

a very short attention span.

If the viewer isn't hooked in

two seconds, they'II move on.

In 10 to 15 seconds, tops,

we aIso have to create

something so powerfuI or interesting

that peopIe want to share it

on Facebook,

sociaI media, to the press,

thereby creating a viraI effect.

We conducted market research

on what's shared the most

on sociaI media.

It's generaIIy vuInerabIe groups.

PeopIe post about women,

the disabIed,

the raciaIized, LGBTQ peopIe...

You can make that Iist Ionger,

but there is one group

that affects peopIe

beggars.

So we'd Iike to use a beggar

in this cIip,

but aIso turn it up a notch

by making the beggar a chiId.

In addition to this,

the beggar wiII have fair hair.

Personify the Swedish...

What are you thinking?

We open on the PaIace courtyard.

The Square is visibIe.

So, there's product pIacement

from frame one.

Towards this artwork...

is daybreak and the Square,

is shimmering

with its promise of trust,

caring, moraI courage

and aII that good stuff...

Then we see a IittIe girI

approaching the Square.

She's shivering.

She's aII aIone. She's crying.

She's wrapped in a dirty bIanket

and you sense

that she's homeIess.

These are powerfuI images

so we've hooked the viewer.

The girI keeps on waIking...

-Excuse me?

-Sorry, pIease go on.

PowerfuI images, you wonder where

it's aII heading.

She's crying

as she moves aIong...

She enters the Square...

And there,

it's time for the unexpected.

The totaI opposite of everything

the Square stands for.

The surprise effect wiII generate

the attention we need,

creating the perfect pIatform

to express your message.

AII those vaIues and issues

your exhibition

wouId Iike to raise.

Exciting...

And not at aII what I expected.

-That's good.

-A noveI approach.

That's what we wanted

to achieve.

So, what happens?

ExactIy what happens?

WeII, we haven't quite figured

out exactIy what that wiII be,

but in one way or another,

the girI wiII get hurt

inside the Square.

What do you mean by ''get hurt''?

WeII, it's the Iast thing

viewers expect,

and opposite of...

-HeIIo.

-Great! Come on in.

MichaeI, can I bother you for a sec?

Christian, it wouId

be great if you couId join us.

It wouId be great

if you couId join us.

-Let's take it from the top.

-He needs to be on board with this.

This Iooks fine.

It's the right approach.

Go ahead, run with it.

-I couId run through it...

-I've got to go.

-Bye.

-But...

Okay, we'II do a recap Iater.

Let's move on.

ExpIain, pIease.

What's happening here is exactIy

what we want to achieve.

Questions Iike these refIect

how the generaI pubIic

and the media wiII react.

-That's what I'm afraid of.

-Don't be...

Excuse me...

What's your name?

HeIIo...

-Yes, you.

-Nicki.

-Do you have a drivers' Iicense?

-Yes.

Come aIong.

-Right now?

-Yes. PIease.

We have, of course,

prepared for crisis management.

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