Creating social or cultural conflicts is a great creative strategy for achieving communicative momentum. Especially when the brand allows for it. Above is a “promo trailer” for a fictive company called Sandhamnstek (part of a social media campaign to generate PR) we set up for our client TV3 who will air a reality show about an island outside Stockholm that gets invaded by a certain group of people during summer. Unless you’re Swedish, it may be hard to fully appreciate this, but the strategy is to create tension by addressing real issues that are opposite to Swedish norms and values. Not to be confused with simply pissing people off, although there’s a fine line between the two.