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Visit Sweden “Discover the Originals” 2022

Visit Sweden “Discover the Originals” (2022) is a Visit Sweden commercial directed by Torbjörn Martin. It won 2 awards, including Cannes Lions 2022 Film Bronze and Eurobest 2022 Silver Film B03: Travel, Leisure, Retail, Restaurants & Fast Food Chains.

A Swedish tourism ad humorously reclaims Swedish place names from IKEA products, urging viewers to discover the original beautiful locations.

Video: Visit Sweden on YouTube

Shot by shot

  1. A person in a yellow raincoat stands by a misty lake, raising their arm, with text overlaying the scene.© Visit Sweden0:00
  2. A person stands on a beach with a lake and forest in the background, while a graphic of a toilet brush with the word "BOLMEN" covers their face.© Visit Sweden0:09
  3. A senior woman in a yellow raincoat pumps up an inflatable paddleboard on the shore of a lake, with a wooden dock in the background.© Visit Sweden0:16
  4. A woman in her 60s with blonde hair and a yellow raincoat stands on a paddleboard in a lake, paddling gently.© Visit Sweden0:25
  5. A blonde woman in her 50s, wearing a yellow raincoat and glasses, stands by a lake, holding a drawing and talking to the camera.© Visit Sweden0:30
  6. An aerial view of a vast forest with autumn foliage and a body of water, under a bright sky with a lens flare.© Visit Sweden0:36
  7. A screen recording shows a search engine results page with various images of sofas, some with product details and links, and on-screen text about searching for "Ektorp."© Visit Sweden0:39
  8. A person on a snowmobile rides through a vast, snow-covered landscape with mountains in the background, as gaming chairs appear on screen.© Visit Sweden0:41
  9. A blonde woman in her 60s, wearing a yellow raincoat and glasses, crouches in a misty forest, holding a mushroom and a basket.© Visit Sweden0:48
  10. An aerial view shows a vast, green forest landscape under a partly cloudy sky, with a product shot of a pendant lamp and text overlays.© Visit Sweden0:51
  11. A wide shot of a vast, frozen lake in Sweden under a clear blue sky, with a bright sun and distant trees, featuring a graphic overlay of a black Kallax shelf unit.© Visit Sweden0:54
  12. A middle-aged woman with blonde hair and glasses, wearing a yellow rain jacket, hammers a sign next to a lake, then turns to speak to the camera.© Visit Sweden0:56

Stills © Visit Sweden. Made by Torbjörn Martin.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Reclaiming Swedish place names from IKEA products to promote tourism.

Tagline: “Discover the originals.”

personification of a countryhumorous complaintvisual metaphor (iceberg)product placement (IKEA)direct address to cameracontrast between product and place

The cut

Length
80 s
Shots
25
Average shot
3.2 s

What creatives use Visit Sweden “Discover the Originals” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Visit Sweden “Discover the Originals”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A person in a yellow raincoat stands by a misty lake, raising their arm, with text overlaying the scene.© Visit SwedenA person stands on a beach with a lake and forest in the background, while a graphic of a toilet brush with the word "BOLMEN" covers their face.© Visit SwedenA senior woman in a yellow raincoat pumps up an inflatable paddleboard on the shore of a lake, with a wooden dock in the background.© Visit SwedenA woman in her 60s with blonde hair and a yellow raincoat stands on a paddleboard in a lake, paddling gently.© Visit Sweden
    Frames from Visit Sweden “Discover the Originals”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Visit Sweden “Discover the Originals” in order, with its length, framing and what happens in it.

    A person in a yellow raincoat stands by a misty lake, raising their arm, with text overlaying the scene.© Visit SwedenA person stands on a beach with a lake and forest in the background, while a graphic of a toilet brush with the word "BOLMEN" covers their face.© Visit SwedenA senior woman in a yellow raincoat pumps up an inflatable paddleboard on the shore of a lake, with a wooden dock in the background.© Visit SwedenA woman in her 60s with blonde hair and a yellow raincoat stands on a paddleboard in a lake, paddling gently.© Visit SwedenA blonde woman in her 50s, wearing a yellow raincoat and glasses, stands by a lake, holding a drawing and talking to the camera.© Visit SwedenAn aerial view of a vast forest with autumn foliage and a body of water, under a bright sky with a lens flare.© Visit Sweden
    Length: 80 s · Shots: 25 · Average shot: 3.2 s

  3. 03Ad ideas: every spot built on a personification of a country

    Before you present an idea, you need to know who has done it, and how.

    Visit Sweden “Discover the Originals” is built on a personification of a country. Search the library by idea to see every spot that uses it.

    Tourism New Zealand “Stop Dreaming About New Zealand And Go”© Tourism New ZealandVisit Sweden “The Introvert Travel Agency Two”© Visit SwedenMOWI “Wellness”© MOWI
    Tourism New Zealand · Visit Sweden · MOWI

More commercials by Torbjörn Martin

  • Unicef "The Greatest Story" (2014) commercial still© UnicefUnicef “The Greatest Story” 2014Dir. Torbjörn Martin · Forsman & BodenforsEpica Gold 2014
  • UNICEF Sweden "Jesus Goes Online" (2014) commercial still© UNICEF SwedenUNICEF Sweden “Jesus Goes Online” 2014Dir. Torbjörn Martin · Forsman & BodenforsEpica Gold 2014
  • Oatly "Normalize It" (2023) commercial still© OatlyOatly “Normalize It” 2023Dir. Torbjörn Martin · The Oatly Department of Mind ControlCannes Lions Silver 2023
  • Volvo Trucks "The world’s largest Unboxing starring 3-year-old Joel" (2017) commercial still© Volvo TrucksVolvo Trucks “The world’s largest Unboxing starring 3-year-old Joel” 2017Dir. Torbjörn Martin · Forsman & BodenforsEpica Bronze 2017
  • Visit Sweden "Visit the Original Sweden" (2024) commercial still© Visit SwedenVisit Sweden “Visit the Original Sweden” 2024Dir. Torbjörn Martin · Forsman & Bodenfors
  • Easy "Stora Enso - -To-Build School" (2022) commercial still© EasyEasy “Stora Enso - -To-Build School” 2022Dir. Torbjörn Martin · Forsman & Bodenfors

Award-winning travel commercials

  • Royal Jordanian "Fear of Flying" (2018) commercial still© Royal JordanianRoyal Jordanian “Fear of Flying” 2018Dir. Omar Hilal · Memac Ogilvy AdvizeDubai Lynx Grand Prix 2018
  • Inspired by Iceland "Ask Gudmundur – The Human Search Engine" (2016) commercial still© Inspired by IcelandInspired by Iceland “Ask Gudmundur – The Human Search Engine” 2016The Brooklyn BrothersEffie Awards Grand Prix 2016
  • Embassy Suites Hotels "Austin" (2003) commercial still© Embassy Suites HotelsEmbassy Suites Hotels “Austin” 2003TBWA\Chiat\DayEffie Awards Grand Prix 2003
  • DiDi "Yes, I DiDi" (2026) commercial still© DiDiDiDi “Yes, I DiDi” 2026Dir. Jim Hosking · Sunday Gravyshots Awards Gold 2026
  • Visit Sweden "The Swedish Prescription" (2026) commercial still© Visit SwedenVisit Sweden “The Swedish Prescription” 2026PRIME WEBER SHANDWICKClio Awards Gold 2026
  • Away "Travel Changed Me" (2026) commercial still© AwayAway “Travel Changed Me” 2026Dir. FKA Twigs · American HaikuBritish Arrows Gold 2026

Questions

Who directed the Visit Sweden “Discover the Originals” commercial?

Torbjörn Martin directed it.

What awards did Visit Sweden “Discover the Originals” win?

2 awards, including Cannes Lions 2022 Film Bronze and Eurobest 2022 Silver Film B03: Travel, Leisure, Retail, Restaurants & Fast Food Chains.

What is the tagline of Visit Sweden “Discover the Originals”?

“Discover the originals.”

Sources for the credits and awards

The WorkThe WorkThe Work