Scandinavian Airlines (SAS) launches a new global campaign featuring Swedish actor Joel Kinnaman, exploring what it truly means to be Scandinavian: innovative, progressive, and with naturally high expectations. The campaign reflects the pride and personality of the region — and the only airline that can live up to the standards of Scandinavians themselves.
What It Means to Be Scandinavian
The campaign dives deep into Scandinavian identity — confident yet humble, modern yet timeless. With Joel Kinnaman as the face of the story, SAS celebrates the balance of innovation and integrity that defines its passengers and its homeland.
It’s not just about flying; it’s about representing values. SAS positions itself as an airline that mirrors the people it serves — precise, authentic, and demanding of excellence in every detail.
High Standards, Higher Expectations
Scandinavians are known for setting the bar high — and that mindset is the foundation of this campaign. SAS turns that cultural trait into a powerful narrative: only one airline can truly satisfy the expectations of those who demand the best.
Through cinematic visuals and calm, confident storytelling, the campaign evokes the clarity and restraint of Scandinavian design — showing that simplicity can be the most sophisticated form of luxury.
Innovation Meets Authenticity
SAS captures what makes Scandinavia unique — the seamless blend of progress and purpose. The campaign highlights the airline’s role as a symbol of cultural integrity and forward thinking in a world that values authenticity.
Every element — from the lighting to the tone of Kinnaman’s delivery — reinforces the brand’s core belief: excellence isn’t an option, it’s an expectation.
OOH That Reflects Identity
Extending beyond screens, SAS brings its story to life through OOH placements across Europe. Airports, stations, and city hubs become cultural showcases — reinforcing that Scandinavian excellence travels everywhere the airline goes.
This out-of-home strategy doesn’t just promote flights; it promotes a way of thinking — one that prizes quality, trust, and forward motion.
Final Thoughts
With this refined campaign, Scandinavian Airlines and Joel Kinnaman redefine what national pride looks like in global advertising. Elegant, honest, and aspirational — this is more than an airline campaign; it’s a statement of identity that flies higher than ever.
FAQs about this campaign
What is the Scandinavian Airlines campaign about?
It’s a global OOH campaign starring actor Joel Kinnaman that celebrates what it means to be Scandinavian — innovative, authentic, and ambitious.
Why did SAS choose Joel Kinnaman?
Joel Kinnaman embodies Scandinavian confidence and creativity, making him the perfect face to represent SAS’s values and identity on a global scale.
What message does the campaign convey?
That being Scandinavian means holding high standards and striving for excellence — values that SAS reflects through its service and storytelling.
How does OOH enhance the campaign?
Through large-scale visuals across airports and cities in Europe, SAS uses outdoor advertising to visually express Nordic design and cultural pride.
What makes this campaign stand out?
Its minimalist yet powerful aesthetic, emotional tone, and cultural depth make it a true representation of Scandinavian identity in modern advertising.
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