Saturday, December 3, 2022

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    Ad of the Day: Visit Sweden’s audio horror story can only be listened to in the country

    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

    Interested in creative campaigns? Check out our Ad of the Day section and sign up for our Ads of the Week newsletter so you don’t miss a story.

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