Extraordinary
Moments

Scandic Hotels, the Nordic region's leading hotel chain, needed a campaign that would resonate deeply with their target audience: women around 40 who grew up watching 90s soap operas like Vita Lögner, Sunset Beach, and Days of Our Lives.

The brief called for repositioning the hotel chain away from generic hospitality imagery toward authentic, emotionally resonant storytelling that captures the extraordinary moments of everyday stays.

Our creative strategy merged nostalgia with contemporary internet culture. Drawing from 90s soap opera aesthetics, dramatic pauses, emotional close-ups, over-the-top moments, we created a campaign that feels both familiar and fresh.

The positioning frames Scandic as "your friend in town": the bartender mixing your perfect drink, the breakfast buffet that energizes your morning, the napkin wiping away happy tears.