The brief was to promote Sweden as a creative country abroad through one or more of its internationally successful creative industries. The objective of the campaign was to strengthen the image of Sweden abroad as a creative country in order to attract talent, tourism and investments. The goal of the campaign was an earned media reach of 24 million on global market. In 2011 Sweden was ranked as the world’s most creative country due to its high levels of talent, technology and tolerance. And tolerance, which was defined as openness and diversity, is where Sweden stands out the most. A small country as Sweden has always been dependent on adopting new ideas from the surrounding world, and it is even more important today in order to stay in the creative forefront. Our strategy was to prove that being open to new perspectives and a diversity of ideas are crucial for creativity to flourish. So we launched the platform Democreativity.com, a social platform designed to create ideas and build on others’, aimed to inspire creators all over the world. Democreativity was promoted by media, by ministers, at global conferences, by universities, and opinion leaders. Total media reach was 147 million and the project received well over 500 game ideas from 126 countries.

We started by partnering with the games industry, Sweden’s largest creative export since Abba. The campaign consisted if three phases:

1) Collection of ideas

Through Democreativty.com we collected ideas from the global gaming community.

2) Creative brief

With the help of national and international industry experts, the ideas were summarized in a creative brief.

3) Production of game

Based on the brief, students at Sweden’s top video game university produced games as a part of their curriculum. The games were then published on Democreativity.com, available for anyone to download and play.

At every phase we communicated the progress to media and key opinion leaders. In doing so we were able to gain attention throughout the whole campaign period.

Through social media and public relations we engaged people all over the world to contribute with new and unlikely game ideas. Democreativity was promoted by media, by ministers, at global conferences, by universities, and opinion leaders. Total media reach was 147 million. But more importantly it engaged the people we set out to reach. The project received well over 500 game ideas from 126 countries.