SWEDEN / See Sweden
date. April 2024
PROBLEM: Convincing travelers to visit Sweden during winter is challenging due to the near-constant darkness, with daylight lasting only a few hours each day.
INSIGHT: When half of the year is spent in darkness, you look for light everywhere you can. Looking at something in a new light (or no light) puts it in perspective. It forces you to be more mindful and offers a deeper experience.
BIG IDEA: Use darkened images and descriptive copy to capture Sweden in the dark and emphasize that there’s more to see and experience in Sweden than the sights.
Miami Ad School Top Dog Award
AD: Me
OOH
RADIO SPOT
SOCIAL
ASMR PODCAST SERIES (Clips)
The series would feature extended ASMR recordings, including the crunch of footsteps in the snow in Swedish Lapland, the bustling atmosphere of Hornstulls Marknad, and the soothing sounds of fika—a Swedish tradition of coffee, sweet treats, and social connection.
