Transsexuals, birdwatchers and people searching for a lake monster are just some of the groups that feature in a campaign by Swedish coffee brand Lofbergs, which is promoting "a less lonely Sweden" in its largest ever campaign. The campaign is created by the Stockholm-based agency Volontaire, whose @Sweden Twitter project won a Cyber Grand Prix at Cannes and international media coverage.
Lofbergs chose to bring out five associations to star in the campaign, which will include cinema, print, outdoor and internet as well as the TV spot: The Association for Transsexuals in Malmo; The Great Lake Monster Association in Ostersund; The Gothenburg Bird Association, The Swedish Railways Band Association and the Historical Society of King Gustaf's Toast. Lofbergs is also creating a National Register of Associations, containing more than a thousand associations, making it easier for people to get together (and therefore, presumably, drink coffee). You can find out more in this documentary about how the campaign was made.