• Sweden's news in English

Arvika festival campaign reaches its climax

4 Dec 2009, 15:17

Published: 04 Dec 2009 15:17 GMT+01:00

Facebook Twitter Google+ reddit

The latest marketing trick from the provocative festival organizers is a video with a close-up face shot of 20-year-old Stockholmer Caroline Magnerholt, who is shown masturbating in front of the camera.

The video, posted on their homepage, climaxes with the slogan ”7 months left”; the event runs July 15-17, 2010.

”Our festival’s about much more than just music,” says Arvika Festival's Press Manager, Jonas Linné.

”Arvika’s about partying, meeting new people, and, yes, people have sex at our festival so we want to be open about sexuality amongst young people.”

”It’s something everyone does, and it’s perfectly natural,” commented Magnerholt, a part-time student, part-time supermarket worker, on her new ”acting” role, who apparently has no problem showing her face on the camera.

”I think it’s a good thing. I don’t think there’s anything to be ashamed about.”

Magnerholt was not available for further comment today but Arvika marketing boss Emma Finnkvist told the Swedish media industry journal Dagens Media that the film was intended to provoke "the same feeling for others as it does for us: joy".

Story continues below…

"She looks so incredibly happy," added Finnkvist.

And now its the men’s turn. To avoid a feminist backlash the festival organizers are looking for a guy to do something similar.

Related links:

Facebook Twitter Google+ reddit

Your comments about this article

19:10 December 4, 2009 by Nemesis
At least someone is enjoying herself:)
20:42 December 4, 2009 by krow
Load of crap
21:11 December 4, 2009 by wxman
Got yourself removed from You Tube, ehh? Amazing, even they have standards.
21:17 December 4, 2009 by slickscott
Hmm wonder how many PhD in math were conferred upon women in the history of sweden. Maybe five.
21:22 December 4, 2009 by Random Guy
working link

21:30 December 4, 2009 by wxman
Thanks for the link! Yep, I've seen women do that before. She'll get more convincing as she gets older.
21:44 December 4, 2009 by krigeren
"And now its the men's turn. To avoid a feminist backlash the festival organizers are looking for a guy to do something similar."

Well.......I am always "up" to help a good cause.

Look out "two girls and a cup" here comes "one guy and a mug".

....that will get them to flee in droves from the event ;-)
22:10 December 4, 2009 by foxpur
The vid has been pulled
22:41 December 4, 2009 by K2K
I am wondering where this festival will be? Does any body know about it??
23:37 December 4, 2009 by kal_eth
how could masterbation can be an advertisment???
11:52 December 5, 2009 by workforthesoup
she did not really reach the climax given that it is shown that she starts it after an "introduction": Its not possible in less than 1 minute unless she has some serious disorder.

Its an interesting way to advertise, but its better done if it was more realistic :)
12:59 December 5, 2009 by The Indian
Doesn't matter how liberal or socialist the festival pretends to be, Sex Sells and they used it. Not very different from Spring Break.
14:14 December 5, 2009 by coolguy09
working link

14:52 December 5, 2009 by soultraveler3
@ Workforthesoup

It is 100% possible for a woman to have an orgasim in less than a minute. It's rare, but I can guarantee it happens, probably more than you think.

Your assumption that there has to be something wrong with the women to do this is also very wrong.

All you have to do is know your body, be comfortable in your sexuality, and be able to relax and let go.
21:12 December 5, 2009 by Cuttingedge
Swedish Hypocricy, Oh we do not allow prostitution in Sweden, the you see some avderts like this one, always sex is a business in festivals. And we know how Swedish women and men they do prostitution in other European countries where prostitution is allowed. Instead of hypocrisim in Prostitution, let the government allow it and they will pay taxes for what the do, look how Swedish men the like Thailand. shame on you hiding your habit
21:41 December 5, 2009 by tillerman
The festival and the ad are probably subsidised by grants from the culture ministry.
22:46 December 5, 2009 by wenddiver
00:39 December 6, 2009 by Rebel
Don't you love it when Swedish women refuse to allow themselves to perpetuate the stereotype that all they are into is booze and sex? Where are the feminists on this one? Oh wait, they are probably watching the girl and wondering if they can meet up with her at the festival.
04:40 December 6, 2009 by muda
Go back to your basic ie your religion whether it is islam, christianity, hinduism, buddism, etc. Any religion prohibits this in the public, so shameful.
10:29 December 6, 2009 by Beynch
Aside from the organizers' lack of civility and social couth, all I can say is ETT SÅNT GRÄÄÄÄSLIGT FRUNTIMMER!!!!!
17:33 December 6, 2009 by wenddiver
Sorry for mispelling, I meant LAMO, for lame oh. Sound like vile exploitation of Sweden's youth for some capitalist's wallet's benefit.
01:28 December 7, 2009 by BrammLinus
extremely fake...lame
02:43 December 7, 2009 by shiraz
I posted these thoughts about the above :


I think she will go on to do her PHD because you are gentlemen and you and the ladies of the western hemisphere will help her and show her right from wrong and she will continue to do be as free as she want without having a hair on her harmed. Because she is free and she is loved by the one who loves and forgives .
20:52 December 8, 2009 by Lukestar1991
"I think it's a good thing. I don't think there's anything to be ashamed about."

I think there is everything to be ashamed about; this invasion of privacy is too far. People wont see anything overlty wrong with it, and thats what you're expected to think. It wont be long until people are completely fine about sexual gratuity and exploitation, until itll all become a permanent fixture of vulgarity immorality, and then the boundary will have been pushed too far by clear stupidity and absent-mindedness.
Today's headlines
Hundreds protest Swedish asylum laws
Around 1,000 people protested in Stockholm. Photo: Fredrik Persson/ TT

Hundreds of people on Saturday demonstrated in Stockholm and in many other parts of the country to protest Sweden’s tough new laws on asylum-seekers.

Dylan removes Nobel-mention from website
The American musician has more or less responded to the news with silence. Photo: Per Wahlberg

American singer-song writer Bob Dylan has removed any mention of him being named one of this year’s Nobel Prize laureates on his official website.

Refugee crisis
Asylum requests in Sweden down by 70 percent
Sweden's migration minister Morgan Johansson. Photo: Christine Olsson/TT

Sweden received 70 percent fewer requests for asylum in the period between January and September 2016 than it did during the same time last year, the country’s justice and migration minister Morgan Johansson has revealed.

The unique story of Stockholm's floating libraries
The Stockholm archipelago book boat. Photo: Roger Hill.

Writer Roger Hill details his journeys on the boats that carry books over Stockholm's waterways and to its most remote places.

Refugee crisis
Second Stockholm asylum centre fire in a week
The new incident follows a similar fire in Fagersjö last week (pictured). Photo: Johan Nilsson/TT

Police suspect arson in the blaze, as well as a similar incident which occurred last Sunday.

More misery for Ericsson as losses pile up
Ericsson interim CEO Jan Frykhammar presenting its third quarter results. Photo: Claudio Bresciani/TT

The bad news just keeps coming from the Swedish telecoms giant.

Facebook 'sorry' for removing Swedish cancer video
A computer displaying Facebook's landing page. Photo: Christine Olsson/TT

The social media giant had censored a video explaining how women should check for suspicious lumps in their breasts.

Watch this amazing footage of Sweden’s landscapes
A still from the aerial footage of Sweden. Photo: Nate Summer-Cook

The spectacular drone footage captures both Sweden's south and the opposite extreme, thousands of kilometres north.

Sweden could be allowed to keep border controls: EU
Police ID checks at Hyllie station in southern Sweden. Photo: Stig-Åke Jönsson/TT

Sweden could be allowed to keep ID controls on its border with Denmark beyond the current end date of November, following discussions among EU leaders in Brussels last night.

Why women in Sweden will work for free by November
File photo of a woman working in a Swedish office. Photo: Anders Willund/TT

A new study into the gender pay gap suggests Sweden still has some work to do.

Sponsored Article
This is Malmö: Football capital of Sweden
Fury at plans that 'threaten the IB's survival' in Sweden
Sponsored Article
Where is the Swedish music industry heading?
Here's where it could snow in central Sweden this weekend
Analysis & Opinion
Are we just going to let half the country die?
Blog updates

6 October

10 useful hjälpverb (The Swedish Teacher) »

"Hej! I think the so-called “hjalpverb” (auxiliary verbs in English) are a good way to get…" READ »


8 July

Editor’s blog, July 8th (The Local Sweden) »

"Hej readers, It has, as always, been a bizarre, serious and hilarious week in Sweden. You…" READ »

Sponsored Article
7 reasons you should join Sweden's 'a-kassa'
Angry elk chases Swede up a lamp post
Sponsored Article
Why you should 'grab a chair' on Stockholm's tech scene
The Local Voices
'Alienation in Sweden feels better: I find myself a stranger among scores of aliens'
People-watching: October 20th
The Local Voices
A layover at Qatar airport brought this Swedish-Kenyan couple together - now they're heading for marriage
Sponsored Article
Stockholm: creating solutions to global challenges
Swede punches clown that scared his grandmother
Sponsored Article
Swedish for programmers: 'It changed my life'
Fans throw flares and enter pitch in Swedish football riot
Could Swedish blood test solve 'Making a Murderer'?
Sponsored Article
Top 7 tips to help you learn Swedish
Property of the week: Linnéstaden, Gothenburg
Sponsored Article
How to vote absentee from abroad in the US elections
Swedish school to build gender neutral changing room
People-watching: October 14th-16th
Sponsored Article
'There was no future for me in Turkey'
Man in Sweden assaulted by clowns with broken bottle
Sponsored Article
‘Extremism can't be defeated on the battlefield alone’
Nobel Prize 2016: Literature
Sponsored Article
Stockholm: creating solutions to global challenges
Watch the man who discovered Bob Dylan react to his Nobel Prize win
Sponsored Article
Why you should 'grab a chair' on Stockholm's tech scene
Record numbers emigrating from Sweden
Sponsored Article
'There was no future for me in Turkey'
People-watching: October 12th
Sponsored Article
Where is the Swedish music industry heading?
The Local Voices
'Swedish startups should embrace newcomers' talents - there's nothing to fear'
Sponsored Article
Last chance to vote absentee in the US elections
How far right are the Sweden Democrats?
Property of the week: Triangeln, Malmö
Sweden unveils Europe's first elk hut
People-watching: October 7th-9th
The Local Voices
Syria's White Helmets: The Nobel Peace Prize would have meant a lot, but pulling a child from rubble is the greatest reward
Missing rune stone turns up in Sweden
Nobel Prize 2016: Chemistry
jobs available