Time-Free Zone
Client: Visit Norway
Deliverables: Ideation, Strategy, Social Media & Branded Content, Paid Media
Time-Free Zone started with a tiny moment that stayed with me. I was in Northern Norway on a previous project and saw someone mowing their lawn at 3 in the morning, in broad daylight, as if that were the most normal thing in the world.
Northern Norway was already famous for winter and the Northern Lights, but almost nobody was seriously considering it as a summer destination. The real story was the midnight sun and the strange, brilliant way it changes how people live. That became the foundation for the campaign, with Sommarøy as the perfect place to bring it to life.
Social sat right at the middle of it. I was the social lead, and a big part of my job was making sure the idea itself could live and spread online in a way that felt native, participatory and genuinely local.
That meant shaping the organic approach through Visit Norway’s channels, building the paid media plan, working with local voices and talent, and leaning hard into community-led content so the campaign felt owned by the island rather than imposed on it.
The islanders contributed films, gathered signatures and gave the whole thing a momentum that social could carry brilliantly.
Once it caught, it really caught. The campaign reached 2.4 billion people, generated more than 3,100 articles across 82 countries and delivered media value in excess of $20 million. More importantly, it took a small island and turned it into a global symbol of summer in Northern Norway.
