In an age where city dwellers are feeling the pressure more than ever, many are turning to nature travel as a means of relaxing and getting away from life’s daily stresses.

To compete with the dramatic landscapes of its more picturesque and scenic neighbors, Sweden partnered with public relations firm Weber Shandwick to devise an ad campaign that could promote its self-proclaimed unimpressive landscapes to visitors.

The country’s non-dramatic nature was thus turned into an instant remedy for stress by way of its 72-hour ‘Cabin Cure’.

Five individuals from various high-stress occupations were invited to stay in these cabins, immersed in lush greenery, to prove that just 72 hours was enough to significantly reduce one’s stress levels.

The campaign framed Sweden as the ideal getaway for busy urban residents, who could recharge in these cabins that were packaged into pre-fabricated mini-hotels.

The campaign, originally rolled out end 2017, garnered a great deal of media attention and reached nearly 700 million people around the world.

Watch its recent case study video below.

[via Ads of the World, video via Clios, main image via video screenshot]

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