ÖSTERGÖTLAND HAS TO BE EXPERIENCED
| Title | ÖSTERGÖTLAND HAS TO BE EXPERIENCED |
| Brand | VISIT ÖSTERGÖTLAND |
| Product/Service | VISIT ÖSTERGÖTLAND |
| Category |
G02. Challenger Brand |
|
Entrant
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MARKUS ADVERTISING AGENCY Linkoping, SWEDEN
|
|
Idea Creation
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MARKUS ADVERTISING AGENCY Linkoping, SWEDEN
|
|
Production
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BUSINESS CLUB ROYALE Gothenburg, SWEDEN
|
Credits
| Oskar Skott |
Markus Advertising Agency |
Creative |
| Jenny Lindgren |
Markus Advertising Agency |
Creative |
| Anna Sjövall Hallin |
Markus Advertising Agency |
Project Manager |
| Ebba Holmér |
Markus Advertising Agency |
Production Manager |
| Gustav Sundström |
Business Club Royale |
Director |
Write a short summary of what happens in the film
Film 1: We see a family in a car. They are passing strangely smiling people, with necks twisted in impossible angels as if they were looking at something outside of the screen. As the family drives in to Östergötland their own necks are twisted as well.
Film 2: We see a man failing to explain the experience of Östergötland with the help of a small singing fairy prince trapped inside of a glass jar.
Film 3: We get to witness an attempt to transfer the experience of Östergötland from one person to another using experimental measures.
All three films end with the message "Östergötland has to be experienced".
Please tell us about how the work challenged / was different from the brands competitors
In Sweden we are very proud of our spectacular nature. But the different provinces within Sweden are pretty similar and offer similar things. As a result of this, tourism marketing campaigns looks almost exactly the same containing beautiful shots of nature combined with harmonious music and ending with a regional logo.
But to describe the feeling you get when you experience a place takes more than just words and images. So instead of just showing what Östergötland has to offer, we decided to focus on the experience itself and the effect it has on people. This way we stand out from our competitors and position Östergötland as a “you-had-to-be-there” kind of place that can’t be described – it has to be experienced.