The Swedish Number
Brand: Swedish Tourist AssociationAgency: Ingo Stockholm2016FilmVideo · YouTube
The idea
Give Sweden one phone number that connects callers to a random Swedish citizen.
Timeless principle
Let the people of the brand become the campaign.
Why it works
A country too large to summarize becomes one unpredictable human conversation at a time. The lack of a script creates risk, warmth and proof of openness. Tourism marketing stops describing Sweden and lets strangers experience it directly.
