The client(s) – Visit Sweden, Business Sweden & The Swedish Institute, wanted to promote Sweden and strengthen the image of Sweden abroad as a creative country in order to attract talent, tourism and investments. The goal of the campaign was set at an earned media reach of 24 million on global market.
In 2011 Sweden was ranked as the world’s most creative country due to its high levels of talent, technology and tolerance. And tolerance, which was defined as openness and diversity, is where Sweden stands out the most. A small country as Sweden has always been dependent on adopting new ideas from the surrounding world, and it is even more important today in order to stay in the creative forefront.
Our strategy was to prove that being open to new perspectives and a diversity of ideas are crucial for creativity to flourish. So we launched the platform Democreativity.com, a collaborative tool designed to create ideas and build on others’, aimed to inspire creators all over the world.
Democreativity was promoted by media, by ministers, at global conferences, by universities, and opinion leaders. Total media reach was 147 million and the project received well over 500 game ideas from 126 countries.
2014 European Excellence Awards Nominee
2014 Spinn Awards Digital of the Year Silver