CURATORS OF SWEDEN by VOLONTAIRE for SWEDISH INSTITUTE

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CURATORS OF SWEDEN

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Industry Public awareness
Media Film, Digital, Interactive & Mobile, Viral
Market Sweden
Agency VOLONTAIRE
Released February 2012

Awards

Cannes Lions 2012
Cyber Lions - Grand Prix
PR Lions Best Use of Social Media Silver
Cyber Lions Travel, Entertainment & Leisure Silver

Credits & Description

Advertiser SWEDISH INSTITUTE/VISITSWEDEN
Product SWEDEN
Entrant VOLONTAIRE Stockholm, SWEDEN
Type of Entry: Viral Advertising
Category: Viral Marketing
Title: CURATORS OF SWEDEN
Advertiser/Client: SWEDISH INSTITUTE/VISITSWEDEN
Product/Service: SWEDEN
Entrant Company: VOLONTAIRE Stockholm, SWEDEN
Advertising/Web Design Agency: VOLONTAIRE Stockholm, SWEDEN
CREATIVE CREDITS
Brief Explanation
CHALLENGE: Position Sweden as a progressive country. Develop an idea powerful enough to spread organically and globally. IDEA: Sweden became the first country in the world to let go of an official communication channel and hand it over to its citizens. Ordinary Swedes are @sweden one week at a time. Tweet by tweet, the image of Sweden is built: dynamic, innovative and deeply human. RESULTS: 26,000 followers from 120 countries in six weeks. Real interaction, thousands of conversations. Inspiring 21 countries and cities to do the same. Featured in all major media globally for a PR value above $19,800,000.