Innovation & Us

Finding a new and more inclusive reason to attend a democracy festival — and building a full communication plan around it.

2026

Innovation & Us

Finding a new and more inclusive reason to attend a democracy festival — and building a full communication plan around it.

2026

Innovation & Us

Finding a new and more inclusive reason to attend a democracy festival — and building a full communication plan around it.

2026

message 1: Innovation meets everyday life

Innovation is not abstract or distant — it shapes people's daily lives, work, and communities. This message builds the mindset that innovation touches everyone, regardless of political inclination or background.

message 1: Innovation meets everyday life

message 1: Innovation meets everyday life

Innovation is not abstract or distant — it shapes people's daily lives, work, & communities. Innovation touches everyone, regardless of political inclination or background.

Spread the message in digital channels

Leverage partner-owned content to demonstrate everyday innovation

Spread the message in digital channels

Spread the message in digital channels

Leverage partner-owned content to demonstrate everyday innovation

Leverage partner-owned content to demonstrate everyday innovation

on the street in an accessible, central location such as Feskekörka.

at innovation hubs like GoCo Health, Lindholmen Science Park, and Näst over breakfast mingle.

at universities to tech and life sciences students over lunch lectures.

spread the word on the street

on the street in an accessible, central location such as Feskekörka.

at innovation hubs like GoCo Health, Lindholmen Science Park, and Näst over breakfast mingle.

at universities to tech and life sciences students over lunch lectures.

spread the word on the street

on the street in an accessible, central location such as Feskekörka.

at innovation hubs like GoCo Health, Lindholmen Science Park, and Näst over breakfast mingle.

at universities to tech and life sciences students over lunch lectures.

spread the word on the street

identify value proposition for stakeholders

message 2: Innovation is a public conversation

Innovation thrives when shared openly — across businesses, institutions, and the public. Frihamnsdagarna is where that conversation happens.

identify value proposition for stakeholders

message 2: Innovation is a public conversation

Innovation thrives when shared openly — across businesses, institutions, and the public. Frihamnsdagarna is where that conversation happens.

identify value proposition for stakeholders

message 2: Innovation is a public conversation

Innovation thrives when shared openly — across businesses, institutions, and the public. Frihamnsdagarna is where that conversation happens.

value for public institutions

public trust
civic influence

Gothenburg has built a Digital Twin of the city for urban planning — using technology to make civic decisions more transparent and data-driven. When institutions innovate visibly and deliver on it, public confidence and trust follows.

value for private sector

brand visibility
new audiences
innovation leader

For current partner Candela, Frihamnsdagarna is a platform to reach two audiences simultaneously. The general public discovers that sustainable, faster public transport already exists — zero emissions, flying above the water, 42% faster than the bus. City and regional governments see a proven product ready to be implemented in their ferry networks.

One event. Two conversations. Real momentum.

value for general public

A stake in the innovations that shape daily life.

What innovation do you wish existed? Most people experience innovation as something that happens to them.

Frihamnsdagarna invites them into the conversation — a board, a question, a QR code — turning a passerby into a participant, and a participant into a stakeholder in the future of their city.

opportunity

Innovation connects us all. Frihamnsdagarna sits in the heart of Sweden's innovation core and has an untapped opportunity to evolve its democracy festival framing to reach a wider general public and innovation-driven private sector.

problem

Democracy is important for 95% of the Swedish population, but almost half do not see their individual role in it. Frihamnsdagarna has been resonating most with the politically inclined. At the same time, 70% of 2025 private sector partners were not physically engaged.

campaign: Innovation & Us

A campaign positioning Frihamnsdagarna as the democratic arena where innovation meets everyday life and our shared future.

opportunity

problem

campaign: Innovation & Us

A campaign positioning Frihamnsdagarna as the democratic arena where innovation meets everyday life and our shared future.

Select video footage © IKEA and © Candela, and background imagery © IKEA, used for illustrative purposes. AI-generated visuals are original work.

problem
Democracy is important for 95% of the Swedish population, but almost half do not see their individual role in it.
Frihamnsdagarna has been resonating most with the politically inclined. At the same time, 70% of 2025 private sector partners were not physically engaged.
opportunity
Innovation connects us all.
Frihamnsdagarna sits in the heart of Sweden's innovation core and has an untapped opportunity to evolve its democracy festival framing to reach a wider general public and innovation-driven private sector.
campaign:

Innovation & Us
A campaign positioning Frihamnsdagarna as the democratic arena where innovation meets everyday life and our shared future.