Winners & Shortlists

DEMOCREATIVITY

Short List
TitleDEMOCREATIVITY
BrandVISIT SWEDEN, BUSINESS SWEDEN AND SWEDISH INSTITUTE
Product/ServiceSWEDEN AS A NATION
Category A10. BRAND VOICE (INCL. STRATEGIC STORYTELLING)
PR Agency PRIME Stockholm, SWEDEN
Entrant Company PRIME Stockholm, SWEDEN
Credits
Name Position
Shirin Hirmand/Prime/Account Director
Tom Beckman/Prime/Executive Creative Director
Olle Thunberg/Prime/Digital Creative Director
Marcus Wenner/Prime/Senior Planner
Patrik Beskow/Prime/Creative
Noak Garberg/Prime/Creative
Mikael Dahlberg/Prime/Creative
Ellinor Irving/Prime/Media Specialist
Pär Thunberg/Bärnt/Ärnst/Web Developer

The Campaign

The brief was to promote Sweden as a creative country abroad through on one or more of its internationally successful creative industries. The objective of the campaign was to strengthen the image of Sweden abroad as a creative country in order to attract talent, tourism and investments. The goal of the campaign was 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.

The Brief

The objective of the campaign was to strengthen the image of Sweden abroad as a creative country in order to attract talent, tourism and investments. As the campaign had no media spend, the quantitative goals were only set for earned media. The goals were an earned media reach of 24 million on a global market, and 80 percent of the coverage was to be positive or neutral.

Results

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. The project received well over 500 game ideas from 126 countries. Total media reach was 147 million with 100 percent positive or neutral articles.

Execution

We started by partnering with the games industry, Sweden’s largest creative export since Abba. The campaign consisted if three phases: 1) Collection of ideas Through Democreativty.com we collected ideas from the global gaming community. 2) Creative brief With the help of national and international industry experts, the ideas were summarized in a creative brief. 3) Production of game 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. In doing so we were able to gain attention throughout the whole campaign period.

The Situation

Creativity is becoming an ever more important competitive tool for countries to attract talent, trade and tourism in the new global service based economy. The brief was to promote Sweden as a creative country through on one or more of its internationally successful creative industries (fashion, design, music, computer games, advertising, film, literature). The message of the campaign was to support Sweden's brand platform and core values of being open, authentic, innovative and caring.

The Strategy

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 relevant in the creative forefront. Our strategy was to prove that being open to new perspectives and a diversity of ideas is crucial for creativity to flourish. So we launched the platform Democreativity.com, a collaborative tool designed to create ideas and build on others’.