No artist personifies the Swedish summer as Tomas Ledin – something that also shows in the streaming statistics around the time of Midsummer, when Tomas by far has the highest listening peak. People tend to go back to the old classic tunes – so how do we get them to listen to a brand new track?
In anticipation of the release of “De dagar vi drömt om”, we wanted to play with the conception of Tomas being Mr Summer.
The finished result was a video that set a Facebook viewing record and was aired on TV4 Nyhetsmorgon. The campaign also got written about in most Swedish morning and evening press.