Drugi jezik na kojem je dostupan ovaj članak: Bosnian
Not a lot, apparently, as the new campaign from Scandinavian Airlines (SAS) claims that everything from Swedish meatballs to the world-famous Danish is a copy. And that travellers, the modern Vikings, are to blame.
From the craft standpoint the ad is spot on, but in its message it was bound to stir up some controversies – so much so that the company shortly pulled back the campaign, noting that they don’t want to allow that the campaign be hijacked and used by certain people for their own agendas on social media.
The campaign was soon returned, with a shortened version but same message. The company stated:
“SAS is a Scandinavian airline that brings travelers to, from and within Scandinavia, and we stand behind the message in the film that travel enriches us. We are proud of our Scandinavian heritage. It is part of SAS’ DNA and the foundation for our existence. We are now continuing the planned campaign by publishing a shorter and clearer version.”
The new work is created by leading Danish agency, &Co and directed by Gustav Johansson with production company, New Land.
“Scandinavia is having a moment. And us 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.” says Copywriter, Mathias Trads of & Co.
Agency: & Co.
Creative Director: Robert Cerkez
Account Director: Morten Fabricius
Account Manager: Mette Kruse
Head of Brand Activation and Social: Morten Saxnæs
Media Strategist: Rasmus Philip
Art Director: Lea Flodgaard, Katrine Winblad
Copywriter: Mathias Trads, Kristel Krøier, Joachim Juel Ulrich
Agency Producer: Filippa Borg
Graphic Designer: Anders Martin Jensen
Interactive Producer: Palle Aufeldt
Production Company: New Land
Director: Gustav Johansson
Executive Producer: Sara Samsøe
Producer: Adam Holmström
DOP: Jasper Spanning
Focus Puller: Peter Topsøe, Henrik Lyngbo, Stickan Olsson
Editor: Sam Ostrove
Editor Assistant: Martin Zaar
Colourist/Grader: Nicke Johansson
VFX & Online: Kalle Lundberg
VFX Animation: Per Helin
Music Composer: Pierre Riddez
Sound Design: Anton Ahlberg
VO: Elisabeth Garden
Client – SAS