Promote Erling Haaland being the cover star of the first ever EA SPORTS FC 24 game.
With Haaland hailing from the small, but astonishingly scenic, country of Norway, we knew that him landing the cover was not only a huge honor for Haaland himself, but also for the entire country itself. With all of his achievements, including the FC 24 cover as the crown of it all, Norwegians have something else they can be as proud of as their incredible natural scenery. And this is where the insight for the creative hit us: shouldn’t we just rebrand Norway into “Haa-land”?
We created a Norwegian tourism-inspired campaign with a twist, in which famous Norwegian landmarks and sceneries, such as picturesque fjords, dancing northern lights, the majestic Pulpit Rock, and beautiful Henningsvær islands, was converted into various “Haa-landmarks”, celebrating Erling Haaland as a one-of-a-kind national treasure – worthy of rebranding the country.We released the video ad in co-operation with the official travel guide of Norway – Visit Norway – while we decorated Oslo with Haa-land DOOH’s, and print ads in Norway’s biggest daily newspaper, VG.