Your Second

Nonspace was asked to create a summer campaign for Visit Trondheim that would build the brand through visual storytelling, inspire Norwegians to spend their summer holiday in Trondheim, and show a side of the city the rest of Norway hadn’t seen: energy, people, tech, food, nature and history.

Trondheim is a city brand that is about more than tourism, a city that invites you to follow your purpose and make your own mark. So we wanted to create a campaign made by the people of Trondheim, showing a destination full of energy and new stories.

So much happens in Trondheim every second of the day, but capturing everything people do around the city every day would be impossible.

208,281 people live in Trondheim. If each of them made a one-second video, we would have more than two days of video content. The campaign idea was built on that thought: to show one day in Trondheim, from sunrise to sunset, seen through the eyes of its people. So we asked people to give Trondheim a second.

Locals and visitors submitted their own clips of one to three seconds showing what Trondheim is to them. This let the campaign show the beautiful, weird, tasty and meaningful moments the city has to offer, through an authentic lens. No models or production crews, just unfiltered moments.

570% increase in organic search

116% increase in visitors, with half the budget, compared with the 2019 campaign

92% more views and sessions on visittrondheim.no than in 2019

3,800 seconds of video clips collected

The result was a living portrait of Trondheim: its people, food, nature, tech and culture, seen through the eyes of those who make the city what it is.

Editing: Helmet with Arne Vidar