People get Switzerland and Sweden confused, so this new campaign from Visit Sweden is here to clear things up once and for all with the offer of a settlement deciding who gets to talk about what.
In Forsman & Bodenfors’ ad, Switzerland is all yodelling and banking, while Sweden’s appeal is centred on peaceful nature, rooftop bars and cool fashion.
Many of these northern European countries do a great job of tourist advertising, mostly because they don’t take themselves too seriously.
Let’s hope Forsman and Bodenfors’ new London office comes up with similarly strong work.
MAA creative scale: 7