Midsummer for dummies

SI (Swedish Institute) is a government agency entrusted with spreading knowledge about Sweden abroad, and to conduct exchanges with other countries in culture, education, research and business. This is a continuous effort and they now wanted to spread information about Sweden in an unconventional way. After a workshop with SI, we developed a concept that was based on a typical Swedish tradition – Midsummers eve. The film should be educational in a humorous way, and we wanted to maximize the ability to spread beyond SI’s own channels. The concept was ”Midsummer For Dummies” and the film became a viral success! ”Lucia For Dummies” was produced a year later. Illustrator: Malin Erixon

The films combined has over 1 million views on YouTube.

Distribution: Own channels + editorial + earned media