The Swedish Number
Award: Black Pencil
Black Pencil / Direct / Direct Innovation / 2017
Sweden is known for being an open country where people can speak their mind. And in the year 1766 Sweden was the first country in the world to abolish censorship. So during the anniversary 250 years later, when the Swedish Tourist Association wanted to make more people curious about Sweden, they decided to give the control of the image of the country to the Swedes themselves. As the first country in the world Sweden got its own phone number. When people called it from abroad they got connected to a random Swede, and in the name of freedom of speech, they could talk about anything.
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