Frequently Asked Questions
It’s a global OOH campaign starring actor Joel Kinnaman that celebrates what it means to be Scandinavian — innovative, authentic, and ambitious.
Joel Kinnaman embodies Scandinavian confidence and creativity, making him the perfect face to represent SAS’s values and identity on a global scale.
That being Scandinavian means holding high standards and striving for excellence — values that SAS reflects through its service and storytelling.
Through large-scale visuals across airports and cities in Europe, SAS uses outdoor advertising to visually express Nordic design and cultural pride.
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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