DreamHack – poster campaign ahead of the Stockholm premiere

Posters and guerrilla installations that built anticipation in Stockholm ahead of DreamHack – the world’s largest festival of gaming and internet culture.

About DreamHack

DreamHack is the world’s largest festival of gaming and internet culture, and what once started as a small LAN party in a school canteen in Malung in 1994 has grown into a global movement in gaming, esports and digital entertainment. Since moving to Stockholmsmässan the festival has broken one attendance record after another – from 52,000 visitors at the Stockholm premiere in 2024 to more than 60,000 visitors from 70 countries in 2025, making it the largest DreamHack festival ever held in Europe. Over three intense days everything from esports tournaments and cosplay contests to live music and meet-ups with some of the world’s biggest content creators comes together – an event where gaming culture takes over the whole city, not just the exhibition halls.

The campaign

As DreamHack arrived in Stockholm, StreetPromotion created an advertising campaign to build buzz in the city ahead of the festival and reach gamers, esports fans and a younger generation who already live and breathe this culture online. Through strategically placed posters and guerrilla installations at highly visible locations, we made sure DreamHack’s energy and identity were visible offline – on commuter routes, in the city centre and at meeting places where tomorrow’s visitors already go.

Result

The campaign helped build anticipation and local visibility ahead of an event that has grown into one of Sweden’s most visited festivals of any genre – and anchored DreamHack’s international gaming culture in Stockholm’s streetscape.