Curators of Sweden, a viral advertising campaign developed for Swedish Institute/VisitSweden by Volontaire, has won one of the Cyber Grand Prix awards presented at 2012 Cannes International Festival of Creativity. Ordinary Swedes were given the capacity to look after the @sweden Twitter page for a week at a time, with further information at curatorsofsweden.com. The Twitter feed grew to 26,000 followers from 120 countries in six weeks, inspiring 21 countries and cities to do the same with channels such as @GermanyTourism, @WeAreAustralia, @CuratorsMexico, @TweetweekUSA and @PeopleOfTheUK.
Each curator, chosen through a nomination process, is asked to share both their own and relevant third party’s thoughts, stories, information and other content that is somehow linked to Sweden. The idea is that the curators, through their tweets, create interest and arouse curiosity for Sweden and the wide range the country has to offer. It is expected that curators will paint a picture of Sweden, different to that usually obtained through traditional media.
The Curators of Sweden campaign was developed at Volontaire, Stockholm, Sweden.