Member-only story
MARKETING | ADVERTISING
Discover The Originals
Visit Sweden
Does anyone outside of Sweden even know what Bolmen is? Apparently, the loo brush was named after a lake in the province of Småland. Ikea has been copying Swedish names to sell their products for years. They sound mysterious. They sound authentic. They sound exotic. Yet to Swedes…well…its embarassing.
Visit Sweden campaign reclaims their heritage by highlighting the originals.
“In Sweden, we are proud of Ikea and in a way you can say that they helped us make Swedish places world-famous through the names they borrowed for their products,” says Nils Persson, chief marketing officer of Visit Sweden. “Now we want, with warmth and a twinkle in our eye, to show the originals behind the product names and invite the world to discover the whole of Sweden.” Source Creative Review
Credits:
Agency: Forsman & Bodenfors
Art Director: Johanna Hofman-Bang
Copywriter: Marcus Hägglöf
Writer: Elisabeth Christensson
Designer: Håkan Larsson
Production Company: BRF
