The Swedish Number is a campaign we made together with the Swedish Tourist Association.
Sweden became the first country in the world to introduce its own phone number. People from all over the world could call it, and everyone who lived in Sweden had the opportunity to answer. It worked just like a normal phone, but when someone called it was connected with a random Swede, and they would go on to discuss anything they wanted. The initiative was a celebration free speech and honoured the 250th anniversary of Sweden becoming the first country in the world to abolish censorship.
Over 180,000 calls were made, totalling over a year's worth of talk time.
Calls came from 180 countries, with 25,000 Swedish ambassadors answering the phone - including the Prime Minister, Stefan Löfven.