An open letter to lovers, haters and hesitators.
To make tourists fall in love with Stockholm, amidst times when the city and country were under fire from Donald Trump, we penned an open letter – published by Visit Stockholm and Visit Sweden – inviting lovers, haters and hesitators to come and experience the Swedish capital – a city unique in its approach to openness and accessibility.
Stockholm, the Swedish capital situated on 14 small islands, is famous for its closeness to nature, booming tech-scene, gender-fluid fashion, colorful LGBT community and the Nobel prize. The letter, delivered by narration over footage of both locals and vistors enjoying the city, makes the case for Stockholm's progressive values.
The film is the result of creative collaboration with Art director Lucas Lima, Copywriter Elisabet Fischer, and myself as writer and PR lead. To this date, the film has had over 5 million views and 14,000 upvotes on YouTube,
I don’t know who you are, where you came from, who you voted for, what your family name implies, if you’re a rebel or a conservative.
I don’t know who you love, what you just can’t stand, if you’re rich, poor or somewhat in between. If you’re man, woman or somewhat in between.
I don’t even know how you feel about me. If you love me, hate me or if you haven’t made up your mind. You are welcome anyhow, just as you are, with your dreams, beliefs, doubts and preconceptions.
Because this is what I’m made of. Openness. The idea that everything should be accessible for everyone. That no-one should be excluded or left behind. It’s in every heartbeat; the constant aspiration to challenge the existing in order to find new, better ways.
So I ask myself: What does democratic design look like? How do we make sustainable fashion? What will food taste like for future generations? Could music be made available in new ways? What does it take to make nature truly accessible for each and every one?
I don’t know who you are, but I would love to get to know you better. I’m fueled by new ideas and influences from around the world. So why don’t you come visit me soon?
Consider this your open invitation, you are always welcome here.
Yours sincerely,
Stockholm – The Open City
