Sweden sets out to teach the whole world about "allemansrätten", the freedom to roam, anywhere within the country as long as you leave only your footsteps behind and only take memories from it. The best part of this campaign is the media that is the idea. Through a unique partnership with AirbnB you can find listings of forests, lakes and scenery in Lapland among the real listings. The campaign is targeted to the US and this commercial has been created alongside the AirbnB ads.
Visit Sweden's USA Country Manager Jenny Kaiser in a statement: "This is made possible thanks to a Swedish right guaranteed by the constitution -- freedom to roam. Freedom to roam allows everyone and anyone to be free amidst Swedish nature with the right to access, walk, cycle or camp on any land, with private gardens and lands under cultivation being the only exception. The idea of free nature accessible to anyone is in the DNA of every Swede, but with great freedom comes responsibility. The general rule for spending time in nature is 'do not disturb, do not destroy -- just like in any other home."
There are limits to the roaming freedom, of course. The Right of Public Access does not cover hunting or fishing, and farmers will get really pissed if you run around in cultivated fields. Berry picking rights are sometimes tricky, as land owners might have plans for their berries but locals will know where to go. Lots of flora and fauna can not be picked or collected, leave the frogs and blåsippor alone. You can put up a tent almost anywhere, which is evident in Stockholms green areas right now as hundreds of Roma are roughing it all around the city for years on end. Even in the dead of winter.
Client: Forsman & Bodenfors