A hotline that puts callers through to a Swede – chosen at random – who will tell them what a wonderful place to visit their country is.

Aden Hepburn: “What happens when you create a campaign that lets anyone in the world dial a number that connects you almost instantly with a random Swede? Perhaps one of the coolest tourism campaigns of 2016, it invited Swedes to sign up to answer calls to tell potential tourists how great their country is. Pure genius.”