For Extraordinary Moments

Scandic Hotels is the leading hotel chain in the Nordics. They focus on creating fantastic hotel experiences that make guests return and help you enable upcoming adventures.

Can you identify the song from the Swedish TV show Vita Lögner, hum along to the saxophones in the Sunset Beach intro, or quote The Days of Our Lives? The answer is probably yes if you are a woman in your 40s. The target audience grew up during the 90s – the golden era of soap operas. These soaps are a natural home to all kinds of emotions, deep conversations, community, and surprises. It's not so different from the Scandic Hotels universe.

Our mission was to create a campaign tailored for Scandic Hotels’ markets in various countries, with women in their 40s as the primary target group. Scandic was tired of smiling people in striped pj’s and wanted to build their brand consistently, with something new. The solution: a flirt with nostalgia.

The core of the campaign is Scandic’s love for powerful experiences. At the same time, they want to be “your friend in town”. And what is friendship without humor? Inspired by the 90s soap operas and their iconic intros, we crafted a creative campaign. For Extraordinary Moments is a kind of inside joke with the target audience, shared between friends. In this dramatic series, Scandic has the supporting role as the friend: the bartender who mixes your perfect martini, the fresh breakfast buffet that makes you bounce out of bed, and the napkin that wipes away your happy tears. Scandic Hotels is here for you – the main character – as you live out all your extraordinary moments and make new memories.

Ad placement

Meta, TikTok, Snapchat, YouTube, TV, Print and Web.
In Sweden, Norway, Denmark, Finland, Poland, and Germany.