Title	DEMOCREATIVITY
Brand	VISIT SWEDEN, BUSINESS SWEDEN AND SWEDISH INSTITUTE
Product/Service	SWEDEN AS A NATION
Category	B04. TRAVEL, ENTERTAINMENT, LEISURE & RETAIL, INCLUDING E-COMMERCE AND RESTAURANTS
PR Agency	PRIME Stockholm, SWEDEN
Entrant Company	PRIME Stockholm, SWEDEN

Name	Position
Tom Beckman/Prime/Executive Creative Director
Shirin Hirmand/Prime/Account Director
Olle Thunberg/Prime/Digital Creative Director
Ellinor Irving/Prime/Media Specialist
Marcus Wenner/Prime/Senior Planner
Patrik Beskow/Prime/Creative
Noak Garberg/Prime/Creative
Mikael Dahlberg/Prime/Creative
Pär Thunberg/Bärnt/Ärnst/Web Developer

Creative Execution

The campaign consisted if three phases: 1. Through Democreativty.com we collected ideas from the gaming community. 2. With the help of industry experts, the ideas were summarized in a creative brief. 3. Based on the brief, students at Sweden’s top video game university produced games as a part of their curriculum. The games were then published on Democreativity.com, available for anyone to download and play. At every phase we communicated the progress to media and key opinion leaders, and in doing so gaining attention throughout the whole campaign period.

Through social media and public relations we engaged people all over the world to contribute with new and unlikely game ideas. Democreativity was promoted by media, by ministers, at global conferences, by universities, and opinion leaders. Total media reach was 147 million. But more importantly it engaged the people we set out to reach. The project received well over 500 game ideas from 126 countries.

The overall objective was to strengthen the image of Sweden as a creative country in order to attract talent, tourism and investments. In 2011 Global Creativity Index ranked Sweden as the world’s most creative country due to its high levels of talent, technology and tolerance. And tolerance, defined as openness and diversity, is where Sweden stands out the most. A small country as Sweden is dependent on adopting new ideas from the surrounding world. Our strategy was to prove that democratic values such as 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’. To showcase Sweden’s creativity we turned to the games industry, the country’s largest creative export.