Audioland: Weber Shandwick global CCO on scaring people into visiting Sweden

May 1, 2023 10:37

Visit Sweden’s audio-driven advertisement, ‘Kiln’, drew on Swedish mythology and folklore, and Weber Shandwick’s global chief creative officer Tom Beckman said the agency leant on this to attract tourists.

In his keynote session at last week’s Mumbrella Audioland, Beckman discussed the unique execution of the advertisement as part of Visit Sweden’s Spellbound by Sweden campaign.

Tom Beckman speaking at Mumbrella Audioland last week

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.