ANORAK, Oslo / VISIT OSLO / 2017
Way up north at the end of a fjord is a city called Oslo. It’s quite small, and off the radar for many young, hip travelers. Over the past few years however, something has happened. Restaurants, clubs, shops and architectural landmarks are popping up all over town. Oslo has turned into a city worth telling people about.
Our brief was to turn the world’s attention to Oslo, through VisitOSLO’s Øya festival sponsorship, thereby presenting the city as an interesting destination for urban travelers and music fans world-wide.
We used Øya’s Facebook and Instagram to reach local fans, asking «What should the artists experience when they come to Oslo?». Hundreds of tips were gathered, and the best ones were chosen.
Guides for 10 international acts were then tailored with unedited tips straight from the fans. The guides also contained personal foreword from the Øya staff, Oslo photos by notable photographers, as well as a curated tip section. Several fans also had their phone numbers added to «their» artist’s guide.
During Øya, the books were hand delivered to the artists backstage, on behalf of the fans. Each handover was documented and shared. As tipped by a fan, danish artist MØ joined a guided tour of the Munch Museum. Other artists explored the city on their own, with support from outdoor boards along the way.
The guides were made available digitally, for the international fan base to dig into.