SAS: Tomato Tomato

The concept from Akestam Holst Stockholm "We Are Travelers” has succeeded in differentiating Scandinavian Airlines from the competition of low budget airlines, by boosting the self-confidence of its main customers the frequent flyers, as well as the employees and creating a sense of belonging. In its latest incarnation, print and outdoor ads spoke to these true travelers who are worldly enough to think destinations like New York and London are basically the same, but still know all the differences. All by putting solely dialectal differences in print: Tomato Tomato. Potato Potato.