Scandinavian Airlines (SAS) has launched a new brand platform and tagline, "Scandinavian as Standard," marking its 80th anniversary. This initiative aims to highlight the values and perspectives that have defined Scandinavia and SAS since its inception. The campaign, developed with Ogilvy, will be rolled out across various media channels starting 28 September.

The platform is inspired by the belief that the world can benefit from Scandinavian values such as trust, collaboration, and innovation. Paul Verhagen, Executive Vice President & Chief Commercial Officer at SAS, stated, “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.”

The campaign aims to position SAS as a connector between Scandinavia and the world, promoting the region's ideas and perspectives whilst fostering cultural exchange. Johanna Gustafsson, Head of Brand at SAS, explained, “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.”

SAS, a leading airline in Scandinavia since 1946, operates major hubs in Copenhagen, Oslo, and Stockholm. It serves over 25 million passengers annually, connecting them to 135 destinations worldwide. The airline is committed to reducing CO₂ emissions in line with international climate frameworks and recently joined the SkyTeam alliance in September 2024.

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