Ah, heritage. We power up the things that define our cultural identity with vast amounts of national pride. Then we find out that we’ve borrowed them from someone else. Things like Swedish meatballs. They don’t come from Sweden. And the Danish. It didn’t originate in Denmark.
In fact, it’s travel that has formed and changed cultural identity. In Scandivania’s case, “it lets us think big even though we’re quite small.” This is the premise of a wonderful campaign by &Co. for Scandinavian Airlines (SAS), not just because of its clever lateral thinking, but also because the message is one the world needs to hear right now.
At the centre of the campaign is a light-hearted three-minute film that reveals the true origins of “classic” Scandinavian items. The Danish, Austria. Swedish meatballs, Turkey. Smørrebrød, Holland. Windmills, Persia. Liquorice, China. All of them, travel. “In a way, Scandinavia was brought here piece by piece.”
The film was directed by Gustav Johansson with production company, New Land, and the campaign follows the success of SAS’s Effie-winning campaign, The Arrivals, which focussed on the impact of travel on the individual. The new campaign takes a wider view, showing how travel has a positive effect on a cultural and societal level.
“Every time we go beyond our borders, we add progress,” noted &Co. art director, Lea Flodgaard. “Experiencing new cultures, ways of living and seeing new parts of the world is always inspiring. We cannot close ourselves off. And sometimes, it feels as if we’re doing just that – as individuals, and also as a region. We wanted to remind Scandinavians of the importance of travelling and giving ourselves and our region new input.”
“Scandinavia is having a moment. And we Scandis love it when the rest of the world talks about us. In a way, our little region is being put on a pedestal. So, we wanted to dive into how Scandinavia became to be Scandinavian in the first place – and how we can keep it evolving,” added &Co. copywriter, Mathias Trads.
“At SAS, we are proud of our Scandinavian heritage and the role our travellers play in shaping tomorrow’s Scandinavia. We’re already seeing a change in travellers and in ourselves today – we’re more conscious of how and why we travel. When going abroad, most travellers want inspiration. They want something to bring with them home, be it memories or knowledge. And that’s going to move our society forward,” stated Martin Adonis, integrated marketing manager, SAS.
“If we weren’t curious about other parts of the world, Scandinavia simply wouldn’t look the way it does today.”
Agency: & Co.
Creative Director: Robert Cerkez
Art Director: Lea Flodgaard, Katrine Winblad
Copywriters: Mathias Trads, Kristel Krøier & Joachim Juel Ulrich
Agency Producer: Filippa Borg
Graphic Designer: Anders Martin Jensen
Interactive Producer: Palle Aufeldt
Account Director: Morten Fabricius
Account Manager: Mette Kruse
Head of Brand Activation and Social: Morten Saxnæs
Media Strategist: Rasmus Philip
Production Company: New Land
Director: Gustav Johansson
Executive Producer: Sara Samsøe
Producer: Adam Holmström
DOP: Jasper Spanning
Focus Pullers: Peter Topsøe, Henrik Lyngbo & Stickan Olsson
Editor: Sam Ostrove
Editorial Assistant: Martin Zaar
Colourist & Grader: Nicke Johansson
VFX & Online: Kalle Lundberg
VFX Animation: Per Helin
Music Composer: Pierre Riddez
Sound Design: Anton Ahlberg