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Curators of Sweden

VISIT SWEDEN

Seven years, 365 curators, no media spent.

IKEA designed the new series Lyskraft together with Scholten & Baijings. The series was based on IKEA’s old classics, hacked in their own IKEA Hacks kind of way. IKEA needed to launch their collection of redesigned IKEA classics in a creative way, and reach out to a young target audience.

Eventually, we didn’t only launch the new series, we launched the mindset behind it – the love for crafting.

"Say goodbye to @sweden, the last good thing on Twitter"

– WIRED

We made Sweden the first country in the world to hand over its official Twitter account to its citizens (for seven years!). Ordinary Swedes posted from @Sweden one week at a time. Tweet by tweet, the image of Sweden was built: dynamic, innovative and deeply human. No censorships. No limits.