We created a documentary about Bjorn Nittmo and his story, and the importance of embracing opportunities when you’re young and how studying in the US changed his life.

We wanted to create a piece of popular culture that Swedish media was sure to pick up, and at the same time tell a story about American high school years and the American dream.

After filming the documentary, the first thing we did was creating a trailer and sent it to all the major newspaper, tv-networks and journalists in Sweden, hoping they would pick it up. Thankfully, they did. Then we let Nittmo do interviews all over, spreading his story of the Swedish exchange student who made it all the way to the top. In other words, we turned Nittmo into an ad in disguise while at the same time treating Sweden with piece of sports history.

- PR-driven campaign, only utilising media to spread our message. Nittmo himself was our ad.

- We created a trailer and a press releases. After that only earned media.

With Nittmo visiting the most popular Swedish talk show to tell his story and Swedens biggest TV channel decided to feature the full documentary on their Play-channel, the campaign reached 10% of the Swedish population.

-30% more male students and 10% more female students applied for an exchange year, compared to the previous year.