CreativeFeaturedThe Work

Sweden builds a campaign out of presidential faux pas

Credits: Visit Sweden

In its latest tourism board campaign, Sweden takes a jab at the people confusing Sweden for Switzerland.

According to Visit Sweden, 120,000 people googled the difference between the two countries in the previous year.

Last year, even US President Joe Biden accidentally referred to Sweden as Switzerland in a summit.

Campaign Middle East will be hosting its monthly Breakfast Briefing on the Out of Home industry on 10th November at the Grand Plaza Mövenpick, Media City, Dubai. To find out more click here.


The campaign called ‘Sweden, Not Switzerland’ aims to finally clear the confusion between the two countries.

It takes a hilarious approach by including a mock official who goes on a “livestream” to clear the differences.

The “livestream” video

The video begins by the faux leader addressing the leaders and citizens of Switzerland and how she is contacting them regarding their mutual problem of mixed identities.

She continues by saying they need to make the distinction between the two as ”clear as day” by deciding which country will focus on what aspects.

Throughout the film, the “official” makes comparisons between different aspects of the countries.

She proposes while Switzerland can talk about banks, Sweden will focus on sandbanks instead.

She builds up several different comparisons related to nature, atmosphere and even fashion.

She suggests a comparison between Swiss Alp’s mountain tops to Sweden’s more social rooftops.

It even highlights the biggest Swiss focus, luxury watches and says that Sweden will offer a different kind – one that makes you forget about time.

The video ends with the leader saying that must complete proposal to stop the confusion.

Carrying the campaign to digital

Credit: Visit Sweden

In an additional cheeky twist, she then asks people to see the full proposal, along with a call to “sign the agreement”, which instead leads to Visit Sweden’s official website. 

The official website carries on with the charade, even including a FAQ and a pdf document for Swiss representatives to sign.