Client: ATG and Swedish Trotting Association
A Swedish Cowboy celebrates 100 years of Swedish trotting by transforming its cultural heritage into an immersive pop-up installation at Fotografiska, Stockholm – one of Europe’s most respected cultural institutions.Trotting is deeply embedded in Swedish life; a Nordic reflection of cowboy culture where humans and horses have shared stories, traditions and community for generations. The creative challenge was to reinterpret a century-old sport that felt contemporary, culturally relevant and emotionally resonant beyond its traditional fan base. Rather than presenting trotting as a competitive sport, the installation reframed it as a shared cultural language. The experience was built around real people: fans, enthusiasts and iconic figures within the sport. Drawing from extensive archival research – photography, film and personal testimonies – each story was curated as a distinct narrative unit with inherent PR value. Every image and text fragment was designed to function inside the space and as a media story in its own right, turning the installation into a PR engine rather than a static exhibition. The pop-up invited visitors to move slowly through layered narratives connecting past and present. By letting authentic voices lead the storytelling, the project created emotional entry points that resonated across generations, including audiences with no prior connection to trotting. Executed with zero paid media, A Swedish Cowboy generated significant national earned coverage and deep engagement. It demonstrated how PR-led cultural storytelling can turn heritage into news – and position a traditional sport as a living part of Sweden’s contemporary cultural conversation.
