SAS launches new brand campaign: “We´re proud to serve the toughest crowd”

SAS continues to build on its “We Are Scandinavia” communication concept with a new campaign featuring Swedish actor Joel Kinnaman. The campaign aims to strengthen SAS’ premium positioning and highlight what truly makes the airline unique — its Scandinavian identity. 

The campaign explores what it means to be Scandinavian: innovative, forward-thinking, and with naturally high expectations of quality and experience. With this as a foundation, SAS tells the story of an airline that reflects those same values, because there is only one airline that meets the standards of Scandinavians themselves. 

“Scandinavians are known for setting the bar high, in design, innovation, and everyday life. We hold high expectations for ourselves and everything we do. This campaign celebrates that mindset and positions SAS as the natural choice for those who expect more,” says Helene Abel Hansen, Vice President Marketing at SAS.  

“As the airline of Scandinavia, we carry responsibility to represent our region and its people with pride. It’s in our DNA to meet the world’s highest expectations. We’re proud to reflect Scandinavia´s values to the world, from how we communicate to how we care for our travelers. This campaign is about the connection between who we are and how we fly,” says Johanna Gustafsson, Head of Brand at SAS.  

Adding a global touch to the campaign, the Swedish actor Joel Kinnaman narrates the story of the film-based creatives. With an international career spanning major roles in both Hollywood and Swedish productions, Kinnaman embodies the regions spirit and authenticity at the heart of SAS’ identity. 

“Using a world-famous Scandinavian actor underscores our message, even those who’ve seen it all agree. There’s nothing quite like a Scandinavian airline,” adds Johanna Gustafsson. 

Internationally, the campaign highlights SAS as Scandinavia’s only airline, emphasizing that SAS is run by the same remarkable people who define the region’s progressive spirit. 

Developed by SAS’ together with Åkestam Holst, the campaign will primarily run in Scandinavia but will also appear internationally at certain times and across selected channels starting October 27. The 360° campaign includes TV, online video, digital display, outdoor, and social media advertising. 

Watch the film here: https://youtu.be/xRoNY_0WZuA 

Team: 

SAS 

Helene Abel Hansen, VP Marketing 
Johanna Gustafsson, Head of Brand 
Linn Sundqvist, Creative Director 
Claudia Urriola, Senior Brand Manager 
William Frisk Brunzell, Senior Customer Researcher 
Annika Ingelhammar, Head of Marketing Activation 
Julia Avelin, Senior Media Manager 
Maria Elofsson, Media Manager 
Amanda Wolf, Brand Manager/production lead 
Annie Treschow, Campaign & Go to Market Manager 
Niklas Andersson, Graphic Designer 
Marcus Holm, Social Media Manager 
Emma Kähr, Brand Manager 
Nicolas Nezzo, Producer 

Åkestam Holst / NoA / Sweden 
Client director: Tom Hedström 
Strateger: Patrik Lundberg & Frida Norén 
Produktionsledare: Linda Bryttmar 
Creative Director: Joakim Khoury 

Creatives:  
Ivan Trip & Linus Bronge 
Johan Landin & Johannes Ivarsson 
Henrik Billing & Folke Kühlhorn 
Caroline Andersson 
Sofia Bergvall 

&Co / NoA  / Denmark 
Lise Lehwald 
Kristian Eilertsen 
Rune Petersen 
Christoffer Reimer 

Anorak / NoA / Norway 
Kasper Amundsen Tuvnes 
Jens Bjørklund 
(Silje Strømmen) 

Producers 

Leila Widgren 
Caspar Redgrave 

Content & Distribution 
Anna Olivemark 
Sofie Hammers 
Eliott Malhotra 

Åkestam Holst Production 
Lukas Östlund 
Marie Wanberg 

Production Company: Bacon 
Director: Martin Werner 
Executive Producer: Magne Lyngner 
Producer: Nana Ama Rothenborg 
Producer: Axel Herrlin 
DOP: Nicolaj Brüel 

For more information, please contact:  
SAS Press Office: +46 8 797 2944

SAS, Scandinavia's leading airline since 1946, operates a global hub at Copenhagen Airport (CPH), complemented by hubs in Oslo (OSL) and Stockholm (ARN).
Our mission is to connect Scandinavia with the world and the world with Scandinavia. Each year, SAS serves more than 25 million passengers and transports 60,000 tons of cargo to 135 destinations across Europe, the USA, and Asia. With a relentless focus on operational excellence, SAS ranks as the most punctual airline in Europe and the world. Together with a passionate workforce of over 10,000 colleagues, we collaborate with partners and customers to drive transformative changes in aviation. We are committed to achieving net-zero emissions by 2050, embodying the visionary spirit of our founders: “To move from the old to what is about to come, is the only tradition worth keeping.” Innovation and societal progress are at the heart of everything we do.
SAS joined SkyTeam in September 2024, and together with our partner airlines, we offer a wide network worldwide.
For more information, visit our website at www.flysas.com or follow us on social media for the latest updates and promotions.