Sweden's Brilliant 'Call a Swede' Tourism Campaign Wins Direct Grand Prix at Cannes

4 U.S. campaigns win gold

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CANNES, France—WPP agency Ingo Stockholm won the Direct Lions Grand Prix at the Cannes Lions festival here tonight for a remarkable tourism campaign that allowed anyone, anywhere in the world, to call a phone number in Sweden and talk directly and immediately to a random Swede.

The Swedish Number, at +46 771 793 336, connected callers with random Swedes who had signed up to be de facto ambassadors—but who received no training at all, and had been given no instructions about what to say (or not say).

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