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STORY BRANDS FOR THE 21ST CENTURY
HOW ONE OF THE BEST WINTER SPORTS AREAS IN EUROPE HAS REMAINED COMPLETELY UNKNOWN. UNTIL RECENTLY…

ÅRE & ÖSTERSUND

Åre and Östersund are two unknown winter sports resorts in Sweden. Well, not in Sweden. Everyone in Sweden knows they are great places for skiing and ice-skating. Everyone in Sweden knows they have already bid three times for the Winter Olympics. And they almost succeeded. Unfortunately, they never bought juries like Nagano and Salt Lake City did…

LET’S VISIT SWEDEN

When they go skiing, the Dutch always go to Austria, France, Germany, or even Italy. So when we were asked to put these 2 winter sport locations on the Dutch winter sports map, it was clear to us what we had to do: let the people in Åre and Östersund tell for themselves why it is their dream for the Olympic Winter Games to come to their villages.

MOCKUMENTARIES

We made 2 mini-mockumentaries in which we portrayed some of the extremely friendly, but also slightly weird inhabitants. Meet: Bjorn and Olle. Without viewers realizing it, by showing their dreams, we made sure people got to see all the winter sports Åre and Östersund have to offer.

AND THEN IT WENT GLOBAL

This offbeat campaign went viral and even got picked up by the American press. After a year of campaigning, the first Dutch charter flights were flying to the winter sports area. The only thing still missing? The Winter Olympics Games in Åre and Östersund…

Created and produced at creative agency Lemon Scented Tea