Samsung’s Olympic sponsorship in the Nordic region has gone down a very intriguing road in a campaign by NORD DDB Stockholm and production company, Bleck.
The campaign highlights the unwritten rules of the Law of Jante and points out its complexity. In the campaign, some of the Nordic region’s top athletes sharing their views on the inhibiting Nordic mentality, as well as the importance of not holding back or succumbing to outdated norms. The goal is to encourage a younger generation to challenge outdated mindsets and conventions.
“By collaborating with some of the top athletes in the Nordics, we aim to question and challenge the limitations of the Law of Jante. Our goal is to inspire a new generation to look beyond old norms and instead strive for their own dreams and ambitions,” stated Jim Carlberg, Nordic marketing manager, Samsung Mobile.
“Galaxy AI is the proof” “Samsung has always stood for innovation, and our new mobile products with Galaxy AI are the proof. In a market where many follow the crowd and don’t want to stand out, we are proud to offer alternatives that challenge expectations and inspire new thinking.”
The Nordic athletes include Swedish skateboarders, Hedda Hjertberg and Oskar “Oski” Rozenberg; Norwegian wrestler, Grace Bullen; hurdler, Karsten Warholm; Danish sailor, Anne-Marie Rindom; badminton player, Viktor Axelsen; and Finnish pole vaulter, Wilma Murto.
“You encounter the Law of Jante everywhere, on the bus, at school, and in the skatepark, but I would say that I have broken free from that mentality by always wanting to forge my own path,” Hjertberg stated.
The campaign will be rolled out widely in the four Nordic countries – Denmark, Finland, Norway, and Sweden – through digital channels, social media, TV commercials, outdoor advertising, and in-store.
The laws of Jante (according to Chat GPT):
The Laws of Jante, also known as Jantelagen in Swedish, are a set of ten social norms or attitudes that are commonly associated with Scandinavian cultures, particularly Denmark and Sweden. They were popularized by the Danish-Norwegian author Aksel Sandemose in his novel “A Fugitive Crosses His Tracks” (“En flyktning krysser sitt spor”) published in 1933. The laws are fictional but reflect certain aspects of Scandinavian societal norms and attitudes. Here are the ten laws:
- You shall not think you are anything special.
- You shall not think you are as good as us.
- You shall not think you are smarter than us.
- You shall not convince yourself that you are better than us.
- You shall not think you know more than us.
- You shall not think you are more important than us.
- You shall not think you are good at anything.
- You shall not laugh at us.
- You shall not think anyone cares about you.
- You shall not think you can teach us anything.
These laws reflect a cultural emphasis on humility, modesty, and egalitarianism, discouraging individualism, self-promotion, and standing out from the collective. While originally fictional, they have been used to describe certain cultural attitudes in Scandinavian societies.
Credits:
Client: Samsung
Creative Agency: NORD DDB Stockholm
Production company: Bleck
Director: Tobias Granström
Media Agency: Mindshare
