Sweden’s Visit Halland has taken out advertising in the Los Angeles Times to share an open letter inviting famous longevity enthusiast, Bryan Johnson, to experience Långevity – a simpler take on longevity inspired by life on Halland on Sweden’s west coast.

People in Halland are among those in Sweden who live the longest, despite few following extreme routines or advanced biohacking practices. That contrast inspired the campaign, which celebrates nature, movement, community, and making more out of life.

“We’re not trying to change Bryan Johnson’s mind. We’d just love the chance to show him how we think about longevity here in Halland – and see what he makes of it,” stated Jimmy Sandberg, managing director of Visit Halland.

The initiative will also release a series of short films featuring Helena, 83. Acting as Halland’s own Långevity expert, she explores some of today’s biggest longevity trends from a distinctly Halland perspective.

“If anyone knows something about living a long life in Halland, it’s probably someone who has already done it. That’s why Helena felt like the obvious choice. Now the only question is whether Bryan Johnson is curious enough to experience the Halland way,” stated Astrid Allde, copywriter at Stendahls.

The campaign spans print, film, social media, and a dedicated website featuring a Långevity Map, where local Långevity experts share their favorite places and recommendations from across the region.