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Josephine Wallin Ankarstrand said: “I think this piece is refreshing and new. You sometimes really want these PR ideas and you really hope for them, and with this one, it got the big groups and the government talking about it, and bringing it up. I think the biggest thing about this campaign was that it found a loophole – that was really talkable. I always talk about wanting to feel like ideas are true, and this idea really feels like the truth.”

Hannah Stenwall added: “I think they took it all the way and it went to the top level of discussion as a result, which is needed for this sort of idea. But I also believe that the main thing that makes me appreciate it is that they used humour to call shit out, and then they actually changed the system. It happened quite fast too, and I think it wouldn’t have happened as fast if it held a more serious tone. Those are the reasons why it becomes a home run.”

Ulik Kepinski Rode commented: “In this jury room we have representation from all parts of Scandinavia, and it has been so enriching to hear different perspectives and approaches. I’ve learned so much about the region just hearing my colleagues here, and I believe this case is one that is so reliant on this specific insight about Sweden and Switzerland – that was so interesting to me. This case is just so very Swedish, and that’s where its strength lies.”

Adam Kerj said: “‘Visit Sweden’ is the kind of idea that people and culture can grab a hold of and run with it, because it’s inherently poking fun at this age-old joke of comparing the two countries. It’s self-perpetuating – very few ideas can be that. It’s rooted in culture, and works on a very particular insight. That’s what I love about it. It’s the sort of idea that when you think about it you think, ‘They earned this’.”

Marcus Bjurman said: “This was my favourite out of them all, because I see the challenge in taking on a project like this, taking its brief and turning it into a diamond. I know we’re talking about a narrow target group here, but that’s why I think this is breakthrough-level craft and execution. Just because you’re talking to 1800 people, it doesn’t mean you can’t aim for the stars when it comes to idea and execution.”

Carlo Cavallone added: “There are some ideas you can’t argue with, solely because of the level of craft and how well executed they are. It’s a niche idea, as Marcus says, it’s an idea aimed at a small group and has the potential to be very dry, like some of the ideas in this category. Having come up with this instead and sticking with that idea and evolving it to this level, it’s just great.”

Sophia Lindholm commented: “I love this idea. Not just because it’s a real and important problem, one that is easy to sympathise with and band around, but also because of its brilliant execution. It’s a digital problem that they’ve taken into the real world. So, I like the contrast of doing that in a way that I haven’t seen before.”

Jens-Petter Aarhus added: “‘The Unusual Suspects’ is a great idea that moves into our reality, from cyberspace. I think that’s what makes it so powerful, like Sophia said. The craft is great because it has to be, that’s the way you do those kinds of sketches. The way the craft interprets that reality into ours is the great thing about this.”