Curators of Sweden

ongoing since Dec 10th, 2011 Other work
  • Client: Swedish Institute / VisitSweden
  • Brief: Prove that Sweden is innovative, open, authentic and caring, or, in one word, progressive.
  • Solution: Sweden became the first country in the world to let go of an official communication channel and hand it over to its citizens.
  • Client: Swedish Institute / VisitSweden
  • Brief: Prove that Sweden is innovative, open, authentic and caring, or, in one word, progressive.
  • Solution: Sweden became the first country in the world to let go of an official communication channel and hand it over to its citizens.

Description:

In 2011, Sweden became the first country in the world give full control over an official communication channel to its' citizens. 

Together with the Swedish Institute and Visit Sweden, we decided to break all branding principles and revolutionize the voice of a country.

Every week, one Swede will take control over @sweden, the world’s most democratic Twitter account. Tweet by tweet, the image of Sweden is built: dynamic, innovative and human. No censorship, no limits.

Results:

We attracted over 65 000 followers from 120 countries and started thousands of conversations. Sweden trended on Twitter worldwide, sparking discussions on transparency in social media and how technology can be used for democracy as well as inspiring citizens in more than 70 other countries, cities and organisations to start similar accounts. All major media around the world have reported about Curators of Sweden, adding up to a PR value of more than US$ 40 million. The project has been awarded in numerous creative, efficiency and tourism competitions with, amongst others, a Grand Prix at the Cannes Lions, a Gold in the Euro Effies, Clio Gold and a Golden Egg.