| Title | Sweden (not Switzerland) |
| Agency | Forsman & Bodenfors Göteborg |
| Campaign | Sweden (not Switzerland) |
| Advertiser | Visit Sweden |
| Brand | Visit Sweden |
| Date of First Broadcast/Publication | 2023 / 10 |
| Business Sector | Destinations (Countries & Places) |
| Story | With a large dose of humour, Sweden invited Switzerland to divide and clarify which country should talk about which value proposition to avoid further mix-ups. Sweden and Switzerland have things in common but there is a lot of things that sets us apart. By highlighting what assets that “belongs” to Sweden and what “belongs” to Switzerland, we put the benefits of Sweden in the spotlight. We simply came up with a clear proposal that we hope could end the confusion once and for all and show that Sweden is a destination of a different nature. |
| Philosophy | After decades of confusion, Sweden is tired of being mixed up with Switzerland. And Switzerland is probably just as tired of being mixed up with Sweden. Global travelers, global leaders, the New York Stock Exchange, and event organizers have all done it. Even if several attempts to keep the two countries apart have been made over the years, none have been successful enough to end the confusion. To end the confusion, Visit Sweden, the Swedish tourist board, is now reaching out to their European friend in a new campaign. The ambition is to make a clear distinction between the two countries by deciding who talks about what. The first draft of the official settlement between Sweden and Switzerland has been presented and Visit Sweden is hopeful to get it signed – but is open to discussions. Sweden's plea is simple: “We will be able to communicate things like sandbanks, rooftops, and silence. Meanwhile, Switzerland will focus on banks, mountain tops, and loud noises.” The campaign is developed together with Forsman & Bodenfors. During the last years, Visit Sweden has developed a well-defined communication platform including brand strategy, communication strategy, and a brand concept together with Forsman & Bodenfors. This campaign is the result of the ongoing work to brand and market Sweden as a destination and is the first global activation launched under the long-term brand concept “A destination of a different nature”. The full proposition from the campaign can be read and signed at https://visitsweden.com/sweden-not-switzerland/ and hopefully, in the future, tourists will know that they are visiting Sweden (and not Switzerland). |
| Media Type | Web Film |
| Length | |
| Advertising Manager | Nils Persson |
| Advertising Manager | Kristina Nyström |
| Advertising Manager | Viveca Burkhardt |
| Advertising Manager | Olivia Brodd |
| Advertising Manager | Malin Careliusen |
| Advertising Manager | Louise Blomberg |
| Advertising Manager | Helena Lundberg |
| Advertising Manager | Emmie Bolmstedt |
| Account Director | Ann Spennare-Bengtsson |
| Account Executive | Linus Larsson |
| Agency Producer | Asa Hammar |
| Art Director | Agnes Stenberg-Schentz |
| Copywriter | Marcus Hägglöf |
| Designer | Sara Lemchen |
| Strategist | Kaj Hettman |
| PR Strategist | Julia Sjödin |
| Head of Partnerships | Jan Jakob Holm-Weber |
| Production Company | Bleck Film |
| Director / DOP | Marcus Svanberg |
| Producer | Jakob Berlin |
| Focus Puller | Stickan Olsson |
| DIT & Tech | Trausi Birgisson |
| Gaffer | Rolf Carlbom |
| Best Boy | Stefan Wallman |
| Sound Technician | Stefan Brag |
| Set Design | Malin Sköld |
| Stylist | Matilda Bång |
| Production | Dimona Fessahaye |
| Offline | Simon Ponten |
| Grade | Martin Steinberg |
| Online Artist | Wille Rising |
| Sound | Fredrik Sundberg |
| Media Agency | Mindshare Sweden |