The Creatives Room

Sweden, Not Switzerland

Brand: Visit Sweden · Agency: Forsman & Bodenfors · Year: 2023 · Category: Commercials · Medium: video

A Swedish representative delivers a deadpan monologue to camera from a bright, modern room with wood panelling and large windows. Her speech is intercut with a series of symmetrical split-screen comparisons. These vignettes contrast Swiss clichés like alpine peaks and bank vaults with Swedish experiences like quiet archipelago sandbanks and rooftop city views. The cinematography is clean and minimalist, with a neutral color grade and locked-off, symmetrical framing that reinforces the official-but-humorous tone.

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Sweden, Not Switzerland - Forsman & Bodenfors - 2023 | The Creatives Room