SAS continues to build on its “We Are Scandinavia” communication concept with a new campaign featuring Swedish actor Joel Kinnaman. The campaign aims to strengthen SAS’ premium positioning and highlight what truly makes the airline unique — its Scandinavian identity.
The campaign explores what it means to be Scandinavian: innovative, forward-thinking, and with naturally high expectations of quality and experience. With this as a foundation, SAS tells the story of an airline that reflects those same values, because there is only one airline that meets the standards of Scandinavians themselves.
Adding a global touch to the campaign, the Swedish actor Joel Kinnaman narrates the story of the film-based creatives. With an international career spanning major roles in both Hollywood and Swedish productions, Kinnaman embodies the regions spirit and authenticity at the heart of SAS’ identity.
Internationally, the campaign highlights SAS as Scandinavia’s only airline, emphasizing that SAS is run by the same remarkable people who define the region’s progressive spirit.
Developed by SAS’ together with Åkestam Holst, the campaign will primarily run in Scandinavia but will also appear internationally at certain times and across selected channels starting October 27. The 360° campaign includes TV, online video, digital display, outdoor, and social media advertising.
Video:
https://youtu.be/xRoNY_0WZuA?si=IvqgpvpM4Ut7Gi6d via @YouTube