Spellbound by Sweden
Creative idea
Spellbound is the world’s first travel experience that attracts tourists by scaring them off, using audio to unlock a new dimension of travel. While most destinations showcase beautiful views, Sweden tuned into a zeitgeist of mysticism and brought its mythology-steeped nature to life in a haunting audio experience. Co-created with iconic horror writer John Ajvide Lindqvist, it leverages sound to trigger imagination and delve visitors deep into the local myths that make Sweden unique. By geo-locking it to Swedish forests, it lures visitors into the unknown - showing there's more to experiencing a place than meets the eye.
Brand name: Visit Sweden
Advertiser / client: Visit Sweden
Product / service: Spellbound by Sweden
Campaign name: Spellbound by Sweden
Agency network: MCCANN WORLDGROUP
Agency: Prime Weber Shandwick, Stockholm
Media agency: Mindshare Sweden
Additional company: Weber Shandwick, Visit Sweden, Bleck Out, Mindshare Sweden
Production company: Bleck Out
Web address: https://visitsweden.com/spellbound-by-sweden/
Executive creative director: Tom Beckman, Global CCO (Weber Shandwick); Angela Mears, CCO (Weber Shandwick)
Creative director: Petter Lublin, Hanna Belander
Art director: Felix Holfve
Designer: Kalle Mattson, Senior Designer
Account director (agency): Malin Severin, Client Lead
Media director: Meaghan Jones Koppel, EVP Media Relations (Weber Shandwick)
Strategic planner / strategist: Amanda Engström, Chief Strategy Officer; Edward Boethius, Head of Insight
Senior planner: Cecilia von Beetzen, Project Manager; Elisabeth Avrotin, Project Manager
Pr director: Ella Stork, PR Coordinator; Daniel Wahlström, PR Specialist; Elin Dahlstedt, PR Specialist; Mananya Komorowski, EVP Influence (Weber Shandwick); Matthew Keith, Junior Associate Influence (Weber Shandwick); Kareya Saleh, Director Platform Strategy (Weber Shandwick); Hannah Jones, Manager Media Relations (Weber Shandwick)
Photographer: Johan Wennerström (BleckOut)
Film production: Samuel Hahn, Film Producer; Alex Zeeman, Motion Designer
Director: Marcus Svenberg (BleckOut)
Agency producer: Maja Lobas, Production Manager (BleckOut); Johan Falkman, Production Manager (BleckOut)
Post production: Kirsten Slotten, VP Production (Weber Shandwick)
Digital strategist: Maja Ekman, Activation Specialist; Fredrick Lewandowski, Digital and Content Specialist
Additional company: Visit Sweden: Nils Persson, CMO; Jennie Missuna, CEO; Helena Salomonson, PM; Lisa Voltaire, PM; Viveca Burkhardt, Head of PR; Malin Careliusen, Head of Web/SoMe; Robert Hedlund, Brand Manager; Anna Hjerdin, SoMe Manager; Helena Lundberg, Site Manager
