The tourist board worked alongside horror novelist John Ajvide Lindqvist, writer of the terrifying cult story Let The Right One In.
‘Kiln’ is a short audio story set within one of Sweden’s vast forests. It begins at a kiln, an ancient earth pit used to make charcoal, on the outskirts of the forest. As the protagonist enters the woods, they encounter various mythological beings, finally becoming enchanted by a ‘huldra’ – a forest nymph.
It’s written in the first person, so listeners really feel like they are walking in the main character’s shoes, but in a plot twist, you can only hear the story if you actually visit the Scandinavian country. The agency, Weber Shandwick, has applied a geo-restriction.
The ad is part of the larger ‘Spellbound by Sweden’ campaign, which hopes to encourage people to discover the country’s folklore through unique travel and audio experiences.
Client: Visit Sweden
Agency: Weber Shandwick
Chief creative officer: Tom Beckman
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