Did you know there’s a real place where people wanted to live without clocks? On the Norwegian island of Sommarøy, where the sun never sets in summer, locals symbolically crushed their watches and embraced the idea of a 'time-free zone'. With 24/7 daylight, who needs schedules? Citizens dreamed of a life where they could hike, fish, or grab coffee at 2 a.m. without the pressure of the clock—saying they simply wanted to 'do what we want, when we want'.

Sounds idyllic, right?

But here’s the twist—this dreamy rebellion against time wasn’t entirely grassroots. It was later revealed to be a brilliantly crafted marketing campaign designed to attract tourists. And it worked.



The campaign sparked headlines in over 1,650 articles, reaching an estimated audience of 1.2 billion people worldwide. With just roughly AU$78,000 spent by Innovation Norway, the value of the media coverage was estimated at a staggering AU$18.9 million.

Some praised it as genius, while others slammed it as 'fake news'. Either way, it was an interesting and bold concept. Would you want to live on an island where time doesn't exist? Let us know what you think!