DIRECT
TITLE: THE SWEDISH NUMBER
AGENCY: INGO STOCKHOLM
CLIENT: SWEDISH TOURIST
ASSOCIATION
NT
E
M
N
I
A
ENTERT
S IC
U
M
R
O
LIO N F
TITLE: HOME FOR CHRISTMAS
AGENCY: JUNG VON MATT
HAMBURG
CLIENT: EDEKA ZENTRALE
& CO. KG
‘The Swedish Number’ is a
remarkable tourism campaign that
allowed anyone to call a phone
number and talk directly and
immediately to a random Swede, who
had volunteered for the task—but
received no training nor instructions
about what to say (or not say). Its
unfiltered nature was what gave it
its power—a bold, brave move in
a world of overly manufactured
manicured tourism work.
This is a story of a grandfather who
celebrates Christmas alone because
his family is too busy to visit him. It
happens year after year, and time
after time the old man is left by
himself at a long dining room table.
Eventually, his family learns that he
has passed away and they all return
for his funeral. That’s when they
receive quite the Christmas surprise
-- the old man isn’t dead after all.
“Formation,” Beyonce’s controversial
music video that dropped the
day before her 2016 Super Bowl
performance and pushed the
conversation on race relations
and perceptions of women with
its images of police brutality
and female empowerment.
TITLE: FORMATION
AGENCY: PRETTYBIRD
CLIENT: BEYONCE
48
adobo magazine | July - August 2016