Curators of Sweden

This Twitter-based campaign aimed to change the world's perception of Sweden and demonstrate that the country is "open, innovative, authentic and caring".

Curators of Sweden

Volontaire Stockholm

Advertiser: Swedish Institute/VisitSwedenBrand: Curators of SwedenCountry: Sweden

Objectives

Sweden is known for IKEA and meatballs. In the US a lot of people confuse us with Switzerland. Being a small country with small financial resources, we have to act smarter, creating relevant, newsworthy ideas that spread themselves globally without a given media budget.

Overall Objective: Change the world's perception of Sweden by adding new perspectives and thus position Sweden as a progressive country. Put the core values (open, authentic, innovative and caring) into action.

Specific Objectives (within 6 months)

  1. Create real...

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