Internet Culture Heritage
As a tribute to the internet culture GlobalConnect has quietly enabled for 30 years, we turned Sweden’s most beloved viral clips into physical monuments and made the company’s role in shaping digital life impossible to miss.
As a long-time strategic advisor to GlobalConnect, I helped shape the initiative from the ground up, from strategy and concept development to steering the rollout across the Nordics.
Turning invisible infrastructure into visible culture
After decades of mergers and acquisitions, GlobalConnect finally united under one brand in 2023. The company has quietly built the Nordics’ digital backbone since the 90s, yet few people knew who they were or that half of the region’s data flows through their network.
Our brief was to connect the company to their role in building the digital society Swedes live in today, and making Swedes aware of that.
To succeed we focused on what that infrastructure has actually enabled for three decades: Internet culture.
More people watch "Jerry pratar spanska" every year than visit the Royal Opera House, yet none of these internet moments, made possible by the network GlobalConnect built, had ever been recognized in the physical world. That felt like an opportunity.
Internet Culture Heritage became Sweden’s first physical monuments celebrating iconic viral moments, selected by the public. We located where the clips were filmed and turned them into cultural landmarks. A tribute to the culture GlobalConnect has quietly powered for over 30 years.
Within weeks, a nationwide Norstat survey showed that 50% of Swedes under 30 recognised the campaign, along with 35% of the 18–50 population. With a total budget of 1.2M SEK the cost per recognized person came in under 1 SEK.
The project was nominated as one of Sweden’s most innovative campaigns in 2024 and awarded a Silver Egg as one of the best PR campaigns in the country.
Highlights