Advertising becomes more thought-provoking when you find something to take issue with. It may be a phenomenon or convention that needs to be challenged. For example, by working with visual expressions that arouse a certain type of expectation, but then turning this around with the help of strong argumentation.

The key is to trust that the target audience wants to think, be challenged and draw their own conclusions

Nyköpingsguiden is Nyköping municipality’s visitor guide. Here are 1000s of experiences close at hand. With a summer campaign, the municipality wanted to attract more tourists from Stockholm, Sörmland and Östergötland.

By playing with the language and offers of the charter companies, we captured the attention of the target audiences – something to “rail against” and compare themselves to. In the copy, we provoke thought in the viewer with questions like “Does luxury always have to cost the earth?”, “Why should others package your trip?” And “Does everything have to be so organized?”.

When we carry a larger thought and reflection with us, the communication lives longer.