Proudly serving the toughest crowd

Scandinavians are a tough crowd to please in new global campaign for Scandinavian Airlines.

The campaign features Swedish actor Joel Kinnaman and explores what it means to be Scandinavian: innovative, progressive and with naturally high expectations. With this as a foundation, the campaign tells the story of an airline that reflects those same values. Because there is only one airline that meets the high standards of Scandinavians themselves.

“Whether it’s design, innovation, welfare, or cuisine – Scandinavians set the bar. So as Scandinavia’s airline, SAS has a tough job. To impress people not easily impressed. They’re proudly serving the worlds toughest crowd.” says Linus Bronge, creative at Åkestam Holst NoA

Adding a global touch to the campaign, the Swedish actor Joel Kinnaman narrates the story from check-in to take-off. With an international career spanning major roles in both Hollywood and Swedish productions, Kinnaman embodies the region’s spirit and authenticity at the heart of SAS’ identity.

“Using a world-famous Scandinavian actor underscores our message. Joel Kinnaman has high standards, but not because he’s a famous actor. It’s because he’s Scandinavian” adds Joakim Khoury, creative director at Åkestam Holst NoA.

In the film, Joel Kinnaman is set back by the democratic and inclusive aspects of Scandinavia. As he tries to cut the line, he is stopped by SAS staff as a family with children get prioritized.

The campaign is developed by Åkestam Holst NoA in Stockholm in collaboration with &Co NoA in Copenhagen and Anorak NoA in Oslo.