Case overview
Hemma i Småland is a brand platform for Visit Småland built around the rediscovery of Smålandssången — a 109-year-old forgotten regional song. By inviting contemporary artists with roots in Småland to reinterpret the song, we created both a cultural moment and a long-term framework for regional storytelling. The first iteration with artist John Lundvik reached over 190,000 streams and views, revitalizing a piece of cultural heritage while establishing Visit Småland's brand identity.

Challenge
Visit Småland needed a stronger, more cohesive brand identity to compete as a travel destination. The challenge was to create something authentic and emotionally resonant that could establish their position in the market.

Outcome
Silver at Swedish Content Awards 2022 in the category Resor & Nöjen
Featured as Campaign of the Week in Resumé
Nominated for Gyllene Hjulet 2022 in the category Årets Individsponsring
Over 190,000 combined views and streams across YouTube (84,219) and Spotify (108,222)
Significant media coverage including SVT Nyheter, Expressen – Allt om Resor, Sveriges Radio, and multiple local newspapers
Established a flexible long-term platform for Visit Småland´s brand communication

Campaign film

Solution — John Lundvik & Smålandssången
Instead of a one-off campaign, I developed Hemma i Småland as a long-term brand platform that could evolve over time.

Initially, we explored having artists write original songs about Småland. But through my research in the digital archives of Smålandsnationen at Uppsala University, I discovered Smålandssången — a 109-year-old regional song that had been completely forgotten.

This discovery transformed the concept: rather than creating something new, we could revive a piece of cultural heritage and give it contemporary relevance. By inviting artists with personal connections to Småland to reinterpret the song in their own way, we created both an emotional anchor and a flexible platform. Artist John Lundvik, born and raised in Växjö, was the first to bring the song back to life — describing his version as "Kristina från Duvemåla meets 2021".

Deliverables
Art Direction
Campaign film featuring John Lundvik and reinterpretation of Smålandssången
Music video and song released on Spotify and major streaming platforms
Behind-the-scenes documentary film
Editorial storytelling of John Lundviks favorite places in Småland
Spatial installation: The piano from the performance was left at the scene and coordinates was shared publicly so people could find it when visiting Småland

Social: Editorial content of John Lundviks favoutite places in Småland

Social: Spartial installation

Behind the scenes film

Editorial Photography for John Lundviks favoutite places in Småland

Created at Passion Lab 
2021

For inquiries, please contact:

lisa.hageby@gmail.com
LinkedIn

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