Creative Work of the Week: Stockholm pens an open invitation to ‘loves, haters and hesitators’

Another Monday, another Creative Work of the Week, which this time goes to our Scandinavian friends in Stockholm for their work promoting the city as one that’s open to all.

Visit Stockholm teamed up with Visit Sweden for the hero ad, which features a personification of the capital city reading an open letter to the world. In first person, the female voice declares: “I don’t know who you are, where you came from, who you voted for, what your family name implies… you’re welcome anyhow, just as you are.”

The voiceover, which is delivered over footage of both locals and visitors enjoying the city, makes the case for Stockholm's progressive values.

The campaign was created by the Swedish agency Volontaire.

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