Visit Norway crowdsources new ad asking tourists to scream in honor of Edvard Munch

Skift Take

The campaign could fall flat if enough tourists don’t participate, but Canada was widely successful in its similar attempt to crowd source a video ad.

— Samantha Shankman

The Norwegian tourist board is trying to create the world’s longest virtual scream to celebrate the 150th anniversary of Edvard Munch, one of the country’s best known artists.

As a tribute to the artist’s most recognisable work, The Scream, people are being invited to “share their own scream experiences” by uploading them to the Visit Norway website.

Successful entries will be added to a pre-existing tourist video, which shows clips of visitors screaming in various Norwegian locations. Of those that submit videos, one person a week will win a trip to Norway.

The artist, who was born on December 12, 1863, and died in January 1944, was known for his portrayal of psychological themes in his work, including The Scream

The backdrop to the artwork is Ekeberg, a location just outside Oslo city centre.

Munch created four separate versions, including two paintings and two pastels. One of them was stolen from the Munch Museum in 2004 but recovered two years later with limited damage.

Read also

Nick Trend’s full guide to tracing Munch in Oslo

Visit Norway: Join the longest scream in the world

Munch-related events in Norway

Various events are planned to mark the 150th anniversary of his birth.

There is a retrospective of Edvard Munch in Norway’s National Gallery and the Munch Museum from June until October this year, displaying the greatest number of Munch’s works in modern times.

See the National Museum website for more information

See here for more Munch-related events in Norway


Martin Randall is offering a Norwegian tour themed around the Munch anniversary: Munch in Oslo

See too:

The Ultimate Travel Company: Oslo 150th Anniversary of Munch

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