Making Norway
A nation encompasses much more than its geographical boundaries; it embodies the essence of its culture, traditions, stories, and its people. This series delves into what makes Norway unique by highlighting its inhabitants. Just as people shape a country, the country, in turn, influences its people. In 2019, Visit Norway commissioned us to create a series of short documentary films for the esteemed Frankfurt International Book Fair. These films were later edited for social media distribution. The aim was to spotlight lesser-known facets of Norwegian culture, its populace, and traditions.
Our task involved selecting subjects for each film, crafting compelling narratives, showcasing engaging storytellers, and collaborating with talented documentary filmmakers to realize our vision. With support from Einar Films, we produced four brief films each centering on distinct themes related to Norway. These included the inspiring vision of King Harald and Norway’s ambitions for a keyless society, the public's fascination with Slow TV, and traditional food production techniques. Each narrative illustrated how these philosophies and customs contribute to the broader society.
The results were impressive: in the UK, the YouTube view-through rate (VTR) reached 53%, surpassing the goal of 38%. In the US, the VTR for the King’s Speech film on Facebook was 19.2%, exceeding the benchmark of 8%. In the Netherlands, an impressive 38.75% of viewers engaged with the content. The campaign’s overall effectiveness can be measured by the substantial view and engagement numbers it generated. Initially aiming for 2.9 million views across all markets, the campaign significantly surpassed expectations, achieving a total of 8.3 million views, which equates to over four years of consumed content. Additionally, there were over 155,000 clicks, shares, likes, and comments on the series.