Title	SWEDEN ON AIRBNB
Brand	VISITSWEDEN
Product/Service	VISITSWEDEN
Category	B06. Travel, Transport & Leisure
Entrant	FORSMAN & BODENFORS Gothenburg, SWEDEN
Idea Creation	FORSMAN & BODENFORS Gothenburg, SWEDEN
PR	FORSMAN & BODENFORS Gothenburg, SWEDEN
Production	FORSMAN & BODENFORS Gothenburg, SWEDEN
Additional Company	VISIT SWEDEN Stockholm, SWEDEN
Additional Company 2	SMFB ENGINE Oslo, NORWAY
Additional Company 3	AIRBNB San Francisco, USA

Name	Company	Position
Jenny E Kaiser	Visit Sweden	Advertiser Supervisor
Jennie Skogsborn Missuna	Visit Sweden	Client
Peter Holmberg	Visit Sweden	Client
Jonas Overödder	Visit Sweden	Client
Lotta Thiringer	Visit Sweden	Client
Ann Spennare-Bengtsson	Forsman & Bodenfors	Account Director
Olle Victorin	Forsman & Bodenfors	Account Director
Johan Eghammer	Forsman & Bodenfors	Art Director
Johanna Hofman-Bang	Forsman & Bodenfors	Art Director
Ted Mellström	Forsman & Bodenfors	Art Director
Josefin Roxeheim	Forsman & Bodenfors	Art Director
Marcus Hägglöf	Forsman & Bodenfors	Copywriter
Pontus Levahn	Forsman & Bodenfors	Copywriter
Agnes Uggla	Forsman & Bodenfors	Copywriter
Lycke Ramel	Forsman & Bodenfors	Writer
Johan Fredriksson	Forsman & Bodenfors	Designer
Johanna Bringefält	Forsman & Bodenfors	Account Manager
Jens Odelbring	Forsman & Bodenfors	Agency Producer
Peter Gaudiano	Forsman & Bodenfors	Digital Producer
Robert Johnsson	Forsman & Bodenfors	PR Strategist
Daniel Sjöstrand	Forsman & Bodenfors	Planner
Jenny Ring	Forsman & Bodenfors	Music Supervisor
Jeanne Salvanès	Airbnb	Marketing Manager
Zoe Russel Turner	Airbnb	Creative Producer

Brief Explanation

To get people excited about Sweden and put a spotlight on the unique concept of the Freedom to Roam, we listed the whole country of Sweden on Airbnb. On the site people could browse through different listings – from Rönne å in the south, to Sarek in the north. All destinations came with their own specific descriptions and amenities; a lake became an infinity pool, a cliff was a panoramic terrace and the moss on the ground turned into soft natural carpeting – just like a regular Airbnb listing. At the bottom, people could read through reviews and tips about each destination, written by previous visitors and people from the area.