Sweden on Airbnb—
Experiential
The Swedish law, “Allemansrätten,” guarantees the right to be free in nature, a perfect alignment to “Belong Anywhere.” In partnership with Travel Sweden and Foreman & Bodenfors, this campaign was launched to highlight the true spirit of freedom while encouraging the world to explore the expansive beauty of the country’s varied landscape.
As a result, we listed the entire country of Sweden on the platform.
As Creative Lead, I was responsible for guiding our partners to find the balance between what was right for their campaign with the limitations of our product and brand guidelines. Booking through this campaign required some backend changes, so I was also the liaison between internal and external creative partners and our product management and engineering teams.
Selected Press
1600+ press articles (including Adweek, Skift, Business Insider, The Drum, Fast Company, Marie Claire),
Impact
8.4 billion impressions, 1.8 million engagements, bookings from the US went up 45%. Won several international & European awards including EuroBest Grand Prix, and was received with almost unanimous favorability in Sweden.
Credits
Executive Creative Director: Tony Högqvist
Creative Director: Michael Smith
Producer & Marketing Manager: Marion Link & Michael Brous
Agency: Foreman & Bodenfors