SAS has launched a slightly odd new ad campaign – ‘We Are Travellers’ - that questions the very origins of Scandinavia.

The campaign’s centrepiece is what the airline describes as a “timely, cheeky and warm” reminder of why we travel - and what we bring with us home. 

The campaign hopes to show the positive impacts of travel at a societal level.

“Experiencing new cultures, ways of living and seeing new parts of the world is always inspiring.

“We cannot close ourselves off from these things.

“And sometimes, it feels as if we’re doing just that - as individuals, and as region.

“This campaign is intended to remind Scandinavians of the importance of traveling and giving ourselves and our region new input,” said Martin Adonis, brand campaign manager, Brand & MarComm.

In recent years, Scandinavia seems to have increased its popularity on the world stage.

Books about ‘fika’ and ‘hygge’ are selling like hot bread in America and the UK, and both previous president of the US, Barack Obama, and presidential candidate Bernie Sanders have praised the Scandinavian welfare model.

The hero piece of the campaign is an almost three-minute long film directed by Gustav Johansson that takes a closer look at all the things Scandinavians are most proud of - ranging from Midsommstången to Smørrebrød, parental leave, and women’s rights.

Surprisingly, most originate elsewhere.

“At SAS, we are proud of our Scandinavian heritage and the role our travellers play in shaping tomorrow’s Scandinavia.

“We’re already seeing a change in travellers and in ourselves today - we’re more conscious of how and why we travel,” added Adonis.

“When going abroad, most travellers want inspiration.

“They want something to bring with them home, be it memories or knowledge.

“And that’s going to move our society forward.

“If we weren’t curious about other parts of the world, Scandinavia simply wouldn’t look the way it does today.”