Samsung Challenges Jantelagen Before the Olympic Games in Paris 2024

Apr. 30, 2024

In order to activate the Olympic sponsorship in the North, Samsung has developed an advertising campaign in which they highlight the unwritten rules of the Jantelagen and point to its complexity. The goal is to encourage a younger generation to challenge outdated ways of thinking and rules of conduct. In the campaign, we see some of the Nordics' top athletes and hear their views on the inhibiting Nordic mentality, as well as the importance of not holding back or otherwise succumbing to outdated norms.

Jim Carlberg , Nordic Marketing Manager, Samsung Mobile said:

"By collaborating with some of the Nordics' top athletes, we want to question and challenge the limitations of the Jantelagen with the campaign. Our goal is to inspire a new generation to look beyond old norms and instead pursue their own dreams and ambitions."

 

Jim Carlberg continued:

""Galaxy AI is the proof." Samsung has always stood for innovation, and our new mobile products with Galaxy AI are the proof. In a market where many follow the flow and do not want to stand out, we are proud to offer alternatives that challenge the expected and inspire new thinking."

 

The Nordic athletes include Swedish skateboarders Hedda Hjertberg and Oskar "Oski" Rozenberg, Norwegian wrestler Grace Bullen and hurdler Karsten Warholm, Danish sailor Anne-Marie Rindom and badminton player Viktor Axelsen, along with Finnish pole vaulter Wilma Murto.

Hedda Hjertberg said:

"You meet Jantelagen everywhere, on the bus, at school, and in the skate park, but I would say that I have broken free from that mentality by always wanting to go my own way."

 

The campaign will be rolled out widely in the four Nordic countries Denmark, Finland, Norway and Sweden digital channels, social media, TV advertising, outdoors and in stores. The campaign was created with Samsung as client by the advertising agency NORD DDB Stockholm, the production company Bleck and director Tobias Granström. Media agency is Mindshare.