Putting Sweden on the map at LeWeb 2012


A couple of month before LeWeb Annika Lidne, Social Media superwoman from Sweden approached me and asked if I wanted to be a part of the Swedish Trade Council Initiative at LeWeb. Once I said “hell yes” she also asked if I would consider developing a communication concept for the event. “Hell yes! once again”. The challenge with this project was the fact that it wasn’t only JAJDO and Annikas company presenting themselves at LeWeb in Paris. The trade federation had actually gathered 29! swedish start ups looking to network and create impact in France. The secondary challenge was that this initiative wasn’t only about us startups. The Swedish Trade Federation was also looking to communicate that Sweden is at the forefront within this are.

The idea – Talk to me, Talk to Sweden.


Sometime in october I presented my solution. The idea was to move beyond companies and focus on the individual. I firmly believe people want to talk to people first, not faceless companies. I also think logos are overrated at events. Logos doesn’t make curious. Logos gives people prejudices. So, the solution to the problem was; Focus on people, not companies. I called the concept “Talk to me. Talk to Sweden”. I briefed my friend and photographer Andreas Lübeck to shoot the portraits. Then I created a design platform that was also implemented online. We also got all entrepreneurs to wear badges that promoted both their own company as well as the ‘Talk to Sweden’ concept. This benefited all of us.

The concept was a great success. The Swedish booth was the most visited one in the hall we we’re placed in. People kept approaching us all over the LeWeb to ask what ‘Talk to me, talk to Sweden’ was all about. It also brought all the Swedish exhibitors together as one team rather than a group made up by individuals and it kickstarted a lot of conversations on site. On top of this several TV stations visited the booth and asked the Swedish trade council questions about the concept. I was also approached by three other countries wanting to know more about the concept behind the Swedish contribution to LeWeb 2012.

Here’s a couple of images showing you what it looked like.

talk-to-sweden-blogThe website developed by Snowfire.


talk-to-sweden-bookletVisitors got booklets with short descriptions of all start ups.


jin-moen-oribooJin Moen showing TV5Monde her startup Oriboo


talk-to-sweden-wallThe #ttSweden2012 booth at LeWeb


And finally here’s a nice report by Annika Lidne and SwedishStartupSessions on how the Swedish Trade Council market Swedish entrepreneurs. Note the badges worn .

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Curiosity. My greatest asset. Born 1971 and Raised in the suburbs of style city Stockholm, creativity was always a part of growing up. With a background as a former snowboard professional (with among others Greger Hagelin from WE and Per Holknekt from Odd Molly as sponsors) and one of the few in the world who nailed a 1440° spin, I started my career on the buyer side. Marketing exclusive golf brands such as Mizuno, King Cobra and Goldwin gave me insight into the demands of advertisers and consumers but foremost the complexity behind how products actually make it into the stores. Always full of ideas, I felt I needed to move on to the creative side of the business. Internet, on the rise in Sweden drew me into the digital revolution already in 1994. In 1998 however I joined Framfab, one of the late 90’s fast-moving companies. As a concept developer and key account manager I parted in creating award winning projects for clients like Vattenfall , Bredbandsbolaget, Nike Europe and Volvo Cars. I also held a position within Framfab Innovation. The incubator of new ideas within Framfab. After Framfab had grown in just two years from 130 employees to 3400, I felt I needed to move to a smaller organization. Abel & Baker - in 2001 the worlds most awarded digital advertising company attracted me. At A&B I tool part in winning the global account for adidas, but I also worked with MTV, Nokia, Toyota, Årets Kock, ICA and the Red Cross. In 2002 I left Abel & Baker to found something of my own - Foreign. Foreign - an ideas creator with focus on the communication of tomorrow - based in Stockholm, Sweden. Foreign quickly grew to 27 employees and was awarded in the Cannes Lions, D&AD, New York Festivals, London International Advertising Awards, Epica, Clio, Cresta and other award shows every year since start up. Foreign launched both digital and integrated global campaigns for BMW Motorrad, MTV, H&M, IKEA, Omega, Beckers, Com Hem, Intersport, Kosta Boda, adidas International and many more. In September 2008 I took the decision to close Foreign down after almost 7 years. I’m now consulting within the same business on my own. Apart from Foreign I’ve also founded WhiskyGrotto.com and Co-Founded PremierGoals.com. Thru the years, leadership and success has been important, but enjoying life, loyalty and sincerity is what drives me further. I consider my part in motivating adidas to let fairly small Foreign handle adidas global digital World Cup campaigns my proudest moment in business. The birth of my two daughters Ebba & Linn is my proudest moment in life.