It is hard for an agency to compete with a 30-foot-high inflatable Dalla’ horse when repositioning a 90-year old institution, but we managed. Inspired by an illustrated book of the Swedish Alphabet, “Extra Ordinary. The ASI at Play.” tapped into the quirky zeitgeist of the Swedes to create magic across physical, traditional and digital media. 

Anchored by a series of shorts we called “The Extra Short Film Festival” on Facebook, Instagram and limited OTT each spot contrasted ordinary activities, people and things with the extraordinary touch of the Swedes.

The response to our extended campaign rekindled the inner child of tens of thousands of followers across the US and Scandinavia in throughout 2020-2021 and helped to assure a sell-out experience when it opened.

Proposed promotional items included a weekly copy of “Extra/Ordinary Times” which paid homage to the newspaper roots of Sven Turnblad, who built the gothic mansion in the late 1800s, and some extraordinary schwag. You read more about this Heritage campaign on the ABlog.