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Love of the land

| Sep 28, 2007 | 0 comments

And so it has finally had its grand première, our beloved Sweden film.

An official international image film for Sweden which in four and a half minutes should reflect a long suite of aspects of this great coutry — nature, people, culture, industry, science, fashion, design, food and more — to a progressive global audience. A group of clients comprised of the Foreign Ministry, the Ministry of Industry, the Swedish Institute, VisitSweden, The Swedish Trade Council and Invest in Sweden Agency, which should all be able to use the film for their own puropses. Well, how does that sound, eh? We need hardly say that the official Sweden film Sweden — Open Skies, Open Minds — the first of its kind produced since 2001 — has been, in stern competion, our most complex, streneous, controversial and political endeavour yet here at BrittonBritton. No wonder the film has been delayed many months, costing copious amounts of energy and effort. At last, it was shown for the first time on Monday, opening the big launch of the new communication platform for the "brand" Sweden at the Concert Hall here in Stockholm, in presence of our dear Crown Princess Victoria, and with the new Minister of Trade as opening speaker. The day after, we arranged our own cinema showing for press and invitees and the Zita theatre.

We had anticipated that the film would attract attention, but perhaps not quite on this level — not that it would have over 3,500 YouTube viewings in less than 24 hours, that it would be covered in alla media or that a hip hop version would be made and put up on YouTube, also within 24 hours. Reading the numerous comments on Sweden.se, where the film is available, is interesting. International comments are one hundred percent positive, yes overly praising and enthusiastic, while Swedish comments to probably 70 percent are negative and hostile. It’s a pattern which we recognize in detail from all the years of working with Stockholm New magazine. It’s strange, this side of our Swedish mentality. We’ll write more about this, and about the film, later on the blog here on BrittonBritton.com.

So are we ourselves pleased with the result? You bet! This film should be seen not with the head, but with the heart and stomach, as it’s pure love of this land.

Well, talk is cheap, as the American says. Now it’s high time for you to be the judge yourself by seeing the film!

Love of the land

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