SAS launches a new campaign that questions the very origins of Scandinavia. The campaign's centrepiece - an almost 3-minute film - is a timely, warm and slightly tongue-in-cheek … read morereminder of why we travel. And what we bring home with us. The new work is created by leading Danish agency, &Co and directed by Gustav Johansson with production company, Newland. It follows the success of SAS's previous campaign, "The Arrivals", also made with &Co, which struck a chord worldwide - and won a handful of Effies. However, where “The Arrivals” honed in on the impact of travel on the individual, the new campaign goes wider by showing how travel has a positive effect on a cultural and societal level. The film is a pointed look at notions of culture and identity and champions openness and diversity as key to shaping Scandinavian identity. It takes a closer look at all the things Scandinavians are most proud of - ranging from Midsommstången to Smørrebrød, parental leave and women’s rights. Surprisingly, most originate elsewhere.
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