Visit Norway: THE SCREAM

Credits & Description:

Advertiser: VISIT NORWAY
Agency: TRY/APT ADVERTISING AGENCY
Category: Entertainment & Leisure
Account Manager: Helge Gjertveit (Try/Apt)
Client: Sigrid Otherholm Hoem (Innovasjon Norge)
Creative: Sindre Fosse Rosness (Try/Apt)
Account Manager: Fred Kihle (Try/Apt)
Project Manager: Linda Tillier (Try/Apt)
Creative: Bård Rostrup Gabrielsen (Try/Apt)
Art Director: Sebastian Rasch (Try/Apt)

Client Brief Or Objective
Almost all travel destinations use their advertising to show off their most beautiful scenery to soothing music. VisitNorway wanted to stand out from the crowd.Despite of this, they still needed to establish Norway as a place to be inspired and amazed by the scenery, culture and adventures. VisitNorway wanted the campaign to focus on a “Norwegian” activity that you could be a part of no matter where you were.

Implementation
Edvard Munch is one of the most famous Norwegians of all time, known around the world for his painting the ”Scream”. 2013 marks the 150th anniversary of his birth. We saw this as an opportunity to show what Norway has to offer.We started by creating a film suggesting why the ”Scream” is from Norway. To launch the film we asked the world to continue the film by adding their own interpretation of the ”Scream” – creating the longest scream in the world. The best screams were announced daily through social media.

Relevancy
By creating a closer connection between the Norwegian nature and our most famous work of art, the campaign established Norway as a place to be inspired and amazed by the scenery, culture and adventures in a new way. It also created a “Norwegian” activity (screaming) that you could be a part of no matter where in the world you are. And as people started adding weird screams from every corner of the planet, the media got plenty of reasons to write about Munchs 150th anniversary. Through this activity, they started writing about Norway, rather than Munch.

Outcome
Our Scream was heard around the world. The film received over 1.2 million views on Visitnorway.com alone, and the campaign actually got over 1481 people screaming into their camera. The target audience put a lot of effort into their contributions, and the campaign received massive positive feedback in social media.As for return on investment, the campaign was covered in 1500 publications in 100 different countries. The original film was aired in its entirety on the news in several of Visit Norways biggest markets (Russia, Spain & Japan) – in prime time.