We’re all getting used to sharing. At least when it comes to taxi rides and information about what’s good and what’s not.

Swedish agency, Ingo, has turned this sharing trend into a campaign idea for the Swedish Tourist Association.

Traditional tourist advertising is a montage of “iconic” scenes with emotive music and tagline. You see, you like, you want, you book. Ingo’s is a phone number that connects you to a random Swede who will happily chat with you about the country. You ask, you get information, you like, you want, you book.

There’s also a beautiful campaign film, in which the “iconic” scenes are still very much apparent…most are disguised as descriptive images used to identify various random Swede telephone ambassadors. There is no question that the campaign film will function in the traditional see-want-get manner.

Magnus Ling, general secretary and CEO of the Swedish Tourist Association, said in a statement, “In troubled times, many countries try to limit communication between people, but we want to do just the opposite. We are making Sweden the first country in the world with its own phone number and giving our fellow Swedes the opportunity to answer the calls, express themselves and share their views, whatever they might be.”

The campaign aims to “to show the real Sweden—a unique country worth visiting with the right of public access, sustainable tourism and a rich cultural heritage. With The Swedish Number, our goal is to create more pride and knowledge about Sweden, both nationally and internationally.”