Samsung rewrites the rules
The tech brand's quirky mixed-media spot for the Nordic Olympic campaign highlights the outdated rules of the region’s sporting attitudes.
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Credits
powered by
- Agency NORD DDB/Stockholm
- Production Company Bleck
- Director Tobias Granstroem
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Credits
powered by
- Agency NORD DDB/Stockholm
- Production Company Bleck
- Director Tobias Granstroem
Credits
powered by
- Agency NORD DDB/Stockholm
- Production Company Bleck
- Director Tobias Granstroem
In this fun and cryptic film created by NORD DDB for tech brand Samsung’s Nordic Olympic sponsorship campaign, top athletes share their views on the importance of not holding back or succumbing to outdated rules.
Directed by Tobias Granstroem through Bleck, the film layers live action with colourful, text-based animations to present the rather discombobulating unwritten rules of the Law of Jante: a set of ten social norms that are commonly associated with Scandinavian cultures, particularly Denmark and Sweden.
The creative sees some of the region's sports stars sharing their views on the inhibiting Nordic mentality, aiming to encourage a younger generation to challenge these outdated mindsets.
"By collaborating with some of the top athletes in the Nordics, we aim to question and challenge the limitations of the Law of Jante. Our goal is to inspire a new generation to look beyond old norms and instead strive for their own dreams and ambitions," says Jim Carlberg, Nordic Marketing Manager, Samsung Mobile.
