Scandinavian Airlines or SAS, previously Scandinavian Airlines System, with the legal name Scandinavian Airlines System Denmark-Norway-Sweden, is the flag carrier of Sweden, Norway and Denmark, and the largest airline in Scandinavia.
Back in 2000, Scandinavian Airways was the first domestic airline in Norway and Scandinavia to offer seat reservations as a service to their customer. They also extended the leg room by removing up to 3 rows of seats and set a new standard for economy class. Scandinavian Airways wanted to show their new offers through a web campaign with supporting ads in both digital and analog media.
e+motion = EMOTION
Our Creative Director Rune worked at Leo Burnett in Oslo as an Art Director in a fantastic team with Eystein Ruud as the copywriter in the team and Morten Sørensen as a consultant. Yngve Rødli as the art assistant. Magne Bjella, internet manager at SAS wanted us to tell a story online much like a movie.
Bringing it to life
The campaign took advantage of the Adobe® Flash® plug-in and the possibility to use vector graphics to create animations that were light and fast to load. Two main movies were made and both included voice over.
The website won a large range of awards and was seen as cutting edge at the time of the launch. The digital ads use Superstitial Ads; this being the first time these type of ads had been used in Scandinavia. Read here for more information about this ad type.
Flying first class
Thank you to all for trusting the team with this great task. It was a pleasure to work with SAS and its always an honor when a job is well received in the general targeted user groups and by the client.
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