2025
Sweden
Client: Visit Sweden
Produced by: BR F - B-Reel Films
Agency: Forsman & Bodenfors
Category: Country Promotion
Entry Type: Video Ad / TV Commercial
In the era of the Dupes fenomena we follow the thoughts of a Swedish representative writing a letter to EUIPO - that there is a problem when there are 8 Sweden in the world (search result: do you mean Sweden, Sweden, Sweden, Sweden, Sweden, Sweden, Sweden, Sweden or Sweden), How shall people know that they are going to the Original Sweden. In the film she highlights some typical orginal Sweden things in lifestyle, culture, traditions, cities, countryside, nature and culinary experiences.
The film is the third in a series of three where we tell the story of Sweden from a different angel, in the first Discover the Originals - we reclaimed the names that IKEA has "stolen" from Sweden and told the story that they are actually destinations in Sweden, in Sweden (not Switzerland) - we told the story about the mix-up and how to tell us apart. And in Visit the Original Sweden we tap in to the fenomena of dupes and how to spot that you are in original Sweden and not one of the 7 dupes.
The target group are what we call Curious Explorers. Curious Explorers is a segment (based on driving forces) with in Visit Swedes overall target group the Gobal Traveller with an interest in Sweden. The Curious Explorers, want to get to know the genuine Sweden. Learn something new. Great curiosity about Swedish lifestyle, culture and traditions. Have time to see and do as much as possible. Experience cities, countryside and nature. Culinary experiences. Active & interested in everything Swe.