The week before the Wilderness Fair, which is held the 16th -18th of March in Stockholm, The Swedish Dive Association created this guerrilla campaign of modified traffic signs to lure visitors to their Diving Village, a part of the Wilderness Fair.
Those not familiar with Stockholm, here's some silly trivia - it's built on 14 major islands and has 54 bridges, in others words there's water practically everywhere. The signs carry the text www.börjadyka.nu (start diving now), encouraging readers to hop in - or hop on their website to find out more. You can swim in Stockholms waters but I wouldn't reccomend it at this spot nor now. It's cold man! (more pics inside)
Here's the sign across the water from the The Royal Castle in Stockholm. More trivia: it has 605 rooms and is the biggest castle in the world still used by a King - and it's just his office. Jammy bastard.
And here's another sign with the Swedish Parliament in the background.
The Swedish Dive Association is an organization with members from producers, retailers, distributors, educators and other leading companies within Swedish diving. The Swedish Dive Association is a new organization established in 2004 and consists of: CBM Products, Dan Berg, Dyk & Resespecialisten, PADI, Poseideon, Scubapro/Uwatec, The Wilderness Fair at Stockholm Int. Fair, Dive Sweden, DYK Magazine and Waterproof.
The campaign was created by Miami advertising agency.
Update: Stockholm city are not happy, demand that the signs be removed immediately (Resumé).
Miami Advertising, Gothenburg Sweden