For Visit Sweden, we transcended the traditional country marketing campaign and recast Sweden from a destination to a remedy.
Enter The Cabin Cure:
Stress is considered the global health epidemic of the century. So we set out to prove that spending 72 hours in Swedish nature could reduce stress – framing Sweden as the perfect escape for busy urbanites.
Our researchers identified 5 subjects whose jobs are considered highly stressful – police officer, journalist, taxi driver, broadcaster and event coordinator – and invited them to spend three days in a glass-walled, custom-crafted cabin in the Swedish countryside. We closely monitored their systolic blood pressure, pulse and stress levels throughout.