SAS Celebrates 80 Years With New Scandinavian As Standard Vision For Global Travellers

On the 80th anniversary of SAS, the Scandinavian airline group, they have revealed a new brand platform and tagline, Scandinavian as Standard. Their idea is that Scandinavian principles are values are things the world could benefit from more of. The campaign focuses on the viewpoints that the Scandinavian region and SAS have had throughout their history. These focus on opening up the world, care, innovation, equality, simplicity and respect.

The new platform reflects the qualities closely linked with Scandinavia, including trust, cooperation, innovation and openness. These values have been deeply embedded in everyday life across the region and have played a key role in shaping both Scandinavian society and SAS throughout its 80-year journey. The campaign explores how these enduring principles continue to influence the airline’s identity, approach and connection with travellers worldwide.

“Scandinavia is a wonderful place to live, visit and do business. But I also believe there is something the world can learn from this region. Values such as curiosity, trust and collaboration have helped shape Scandinavia and the way it connects with the world. At the same time, Scandinavia has always looked outward, with a strong desire to explore, learn from other cultures and bring new ideas home.

We often say at SAS that the world needs more Scandinavia. Not because we have all the answers, but because there are values and ideas from this part of the world that are worth sharing. Scandinavian as Standard builds on that belief. It reflects the idea that many of the qualities associated with Scandinavia have long been part of everyday life here,” says Paul Verhagen, Executive Vice President & Chief Commercial Officer at SAS.

The new platform will become the central foundation for SAS’s communication with customers across Scandinavia and global markets. It highlights the airline’s role in connecting the region with the wider world by sharing Scandinavian values, ideas and perspectives internationally while creating stronger links between people, cultures and opportunities flowing into Scandinavia.

“The campaign is built around a simple observation: many of the things people admire about Scandinavia are things Scandinavians rarely think twice about. What others may see as exceptional is often considered standard here. Scandinavian as Standard brings that idea to life through stories and situations that reflect the values and mindset that have shaped both this region and SAS for generations,” says Johanna Gustafsson, Head of Brand at SAS.

Created by SAS in collaboration with Ogilvy, the new campaign will officially launch on September 28 across multiple platforms, including television, online video, digital advertising, outdoor media and social media channels.