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2022 One Show - Film

Discover the originals

Agency Forsman & Bodenfors / Göteborg

Client Visit Sweden


Online Films & Video / Long Form - Single

Annual ID


About the Work

Visit Sweden has a clear but challenging objective: with extremely limited funds, create global awareness about, and interest in, Sweden as a destination. This means that a campaign not only has to present appealing locations, but also be so interesting that media all over the world picks up the story. Without earned media, there is no campaign. With Discover the Originals, we took advantage of IKEA’s fame and pop cultural status. Their weird sounding product names has become this mythical phenomenon, resulting in popular memes, Youtube sketches and talkshow segments on Jimmy Kimmel, Jimmy Fallon and the Ellen Show. What no-one outside of Sweden knew, was that a lot of the names originates from wonderful Swedish places. By presenting new information (that IKEA’s product names aren’t just mumbo jumbo) we made the campaign news-worthy. And when we launched a new, official tourism slogan for lake Bolmen, involving local politicians, it became something more than advertising. This was a real news story from the country of Sweden. Since the media budget was minimal, it was all up to the press release. It contained the film which told the big story as well as press material from the event, when we unveiled the billboard with Bolmen’s new slogan. A billboard that was installed permanently, still welcoming Bolmen visitors. We also had some bought online media where we used digital assets and 15 second versions of the film. The results exceeded everyone’s expectations. The campaign generated more than 700 articles and 300 blog posts in 49 countries, with a potential organic reach of 2,1 billion. The impact was also reflected on, where ”average time on page” increased with 82 %, to 7,49 min.

2022 Awards

Total Points: 3




Forsman & Bodenfors / Göteborg

PR / Marketing Agency

Hill+Knowlton / Stockholm

Media Distribution Company

Mindshare / Stockholm

Art Director

Johanna Hofman-Bang


Marcus Hagglof


Håkan Larsson


Torbjorn Martin


Magnus Kennhed

Account Director

Ann Spennare Bengtsson

Account Executive

Johanna Bringefält


Alena Sucher

PR Strategist

Robert Johnsson

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