SAS is proud to serve the toughest crowd

In October 2025, Scandinavian Airlines (SAS) launched its new brand campaign, "We're Proud to Serve the Toughest Crowd" - a tribute to Scandinavian travelers and the standards that define the region's approach to quality and experience.

The campaign, developed by Åkestam Holst / NoA and featuring Swedish actor Joel Kinnaman, builds on SAS's "We Are Scandinavia" concept. It highlights what makes Scandinavia unique: innovation, precision, and naturally high expectations. The result is a story about an airline shaped by the same values as the people it serves.

Filmed at Copenhagen Airport

Avola was proud to support the production of the campaign as client-side producer, coordinating logistics and on-site operations during three intense days of filming at Copenhagen Airport in September 2025.

The production involved collaboration across SAS' internal teams, airport operations, and creative partners from across Scandinavia. Managing access, permits, and on-the-ground coordination required careful planning and seamless communication - all while filming in an active airport environment.

The final film reflects SAS's Scandinavian DNA - modern, service-focused, and proud of its heritage. For Avola, it was a project that perfectly embodied our own values: craftsmanship, clarity, and collaboration.