American Swedish Institute
Make cultural discovery feel like play.
A campaign and film-festival invitation to play.
Start a conversationThe idea
Show Sweden's genius for finding the "extra" in the ordinary. Launch with "Extra Short" films.
What happened
The ASI increased its social following across all channels by 2,000% over the previous year, including a jump from 1,600 to 26,000 Facebook followers alone. National campaign coverage included full-page features in the Star Tribune throughout the fall.
