Gizmos, YouTube content and stunts are what’s hot. So M&C Saatchi Stockholm did something entirely different for Norwegian Airlines.

A print ad.

Another agency coined “when the world zigs, zag” at the end of 1982. M&C proved it still makes cash registers ring at the end of 2014.

“In these days of predominantly digital media, we can’t remember the last time we got so much positive feedback on a print ad:),” Martin Cedergren, executive creative director & partner noted.

The ad is pared down to the simplest message possible: Here’s a destination…and here’s the price to get there.

This is the story behind The Flag of Flags ad that ran on New Year’s Eve, as told by Martin Cedergren:

“Norwegian Airlines has 417 routes to 126 destinations. All at low, low prices. To promote this global network, M&C Saatchi Stockholm ran a brutally simple print ad on New Year’s Eve. Norwegian people are extremely proud of their flag. So are Norwegian Airlines of its origin. Nearly as proud as being named Europe’s Best Low Cost Airline two years in a row.

“So M&C Saatchi Stockholm used ’the flag of flags’ to create an ad that’s unmistakably Norwegian – and just that little bit rewarding to read.”

Creative credits:

Agency: M&C Saatchi Stockholm


Interns: Axel Lokrantz Månsson & Mickel Yu

Media agency: Vizeum

Production company: bsmart