Formerly regarded as Denmark's pride, SAS was associated to quality and nordic comfort. Due to low-cost airline competition this image had deteriorated long time ago. The campaign "As good as home" was developed to remind consumers that quality and accountability still were the groundwork for punctual daily flights in SAS. Danish celebrities traveling comfortably and safely around the world with SAS were portrayed in beautiful and evocative commercials. The visual language and art direction was infused with the elegant and minimalistic tone from the nordic design of the fifties as an homage to the times when SAS was king of the nordic skies.
