Oslo Moves
Client: Visit Oslo
Deliverables: Ideation, Strategy, Social Media & Branded Content, Paid Media
Oslo was heading into a huge year. New cultural openings, major events and a real sense of momentum were building across the city, and the challenge was to turn that into something people could actually feel online. Rather than produce another polished destination film full of generic city shots, the idea was to get under Oslo’s skin a bit more and show the city as a place defined by contrast: fast-moving and ambitious, but also calm, open and easy to enjoy on your own terms. That tension became the heart of the campaign and gave the film a much more interesting social hook from the outset.
I played a central role in shaping how that story would work across social. This was not just a film that happened to be posted online afterwards. The social thinking fed into the creative itself, from the angle we took to the way the city’s energy, arts scene and lifestyle were brought together on screen. My focus was making sure the campaign felt native to social media, with enough personality, pace and cultural relevance to stop people scrolling and make Oslo feel modern, magnetic and full of life.
Once the idea was locked, the wider production came together with local partners on the ground, but the aim stayed the same throughout: build anticipation and give people a version of Oslo that felt as alive online as it did in real life.
Released across social media on New Year’s Day, the film quickly picked up strong engagement and positive reaction, including from within the advertising industry, where it reached first place on The Drum Creative Works Leaderboard. Then Covid hit, which paused travel and inevitably changed the timing of everything. Even so, the campaign held onto its relevance, and when it resumed in 2022 the core message still landed exactly as intended: Oslo as a city with cultural energy, confidence and a way of life worth travelling for.
