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.

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