The One Show
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Category
Innovation & Transformation / Innovation in Radio & Audio
Annual ID
OS23_RA046M
About the Work
How do you promote a destination where there’s nothing to see?
Travel is a visually driven category, defined by sight-seeing and Instagram moments. In comparison to Norwegian fjords, Icelandic volcanoes and other epic nature destinations, Sweden’s nature is quite… boring. To attract today’s seen-it-all travelers, who crave something unique, we needed to find a way to cut through the visual overload.
There is more to experiencing a place than meets the eye. Smells. Tastes. Sounds. In fact, a tiny sound can instantly transport you elsewhere: a twig snap can turn a beautiful forest into a nightmare. Seems like, the most intriguing experiences are not based on what you see, but what you don’t. Even though non-visual senses have a profound impact on people, they are rarely used by brands in entertaining ways. This is especially strange since 56% want an escape from visual stimulation (Spotify, 2019) and 36% of daily media consumption is audio (Statista, 2020).
While Swedish nature might not look exciting, there’s unseen drama hidden in the woods. It echoes stories of mythological creatures and supernatural experiences. Stories that have a cultural moment. Astrology apps. TikTok witches. Horror TV. We decided to ride on the dark wave and bring Swedish nature to life in an unexpected way, using sound to unlock a new dimension of the travel experience.
We turned every rule of destination marketing upside down: from sight-seeing to sound, from Trip Advisor to Trippy, from nature to supernatural.
Together with renowned horror writer John Lindqvist, we created a haunting audio-experience based on Swedish folklore – a horror-themed, folk-saga available on Spotify. By geo-locking it to the Swedish forests, we lured visitors onto an eerie journey, deep into the woods. Turns out, if you listen close enough, the boring Swedish forests are not so boring after all.
2023 Awards
Total Points: 3
Merit
Credits
Agency
Prime Weber Shandwick / Stockholm
Weber Shandwick / New York
Client / Brand
Visit Sweden / Stockholm
Art Director
Felix Holfve
Chief Creative Officer
Angela Mears
Chief Marketing Officer
Nils Persson
Creative Director
Hanna Belander
Petter Lublin
Director
Marcus Svanberg
Motion Designer
Alex Zeeman
Photographer
Johan Wennerström
Social Media Manager
Anna Hjerdin
Chief Executive Officer
Jennie Missuna
Global Chief Creative Officer
Tom Beckman
Project Manager
Cecilia von Beetzen
Elisabeth Avrotin
Helena Salomonson
Lisa Voltaire
Senior Designer
Kalle Mattsson
Activation Specialist
Maja Ekman
Brand manager
Robert Hedlund
Chief strategy Officer
Amanda Engström
Client Lead
Malin Severin
Digital & Content Specialist
Fredrick Lewandowski
Director Platform Strategy
Kareya Saleh
Executive Vice President Influence
Mananya Komorowski
Executive Vice President Media Relations
Meaghan Jones Koppel
Film producer
Samuel Hahn
Head of Insight
Edward Boëthius
Head of PR
Viveca Burkhardt
Head of Web/SoME
Malin Careliusen
Junior Associate Influence
Matthew Keith
Manager Media Relations
Hannah Jones
PR Coordinator
Ella Stork
PR Specialist
Daniel Wahlström
Elin Dahlstedt
Production Manager
Johan Falkman
Maja Lobas
Site Manager
Helena Lundberg
Vice President Production
Kirsten Slotten
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