Truth is becoming more elastic. Rhetoric and opinions often outweigh facts. As the biggest film festival in the Nordics, Göteborg Film Festival holds a unique cultural position. A platform not just for film, but for challenging how people see society and each other. They decided to use their platform to restore the value of truth.

We gave truth a value. A literal one. We created Truth Tickets, where honesty became a way to pay for the festival experience. Participants entered specially built interrogation rooms and were connected to a polygraph. They were asked questions. And tested. Those who told the truth were rewarded with a ticket. Those who didn’t, walked away empty-handed. A simple system. Truth in. Ticket out.

The campaign contributed to the festival’s most attended edition to date. The 49th Göteborg Film Festival reached 287,800 visits, an increase of 27% vs previous year. The initiative generated over 700 million in online reach and more than 200 articles in international press. On site, thousands of truths were told. More people showed up. And truth became something people actively engaged with.