| Title | Welcome to Haaland |
| Brief | The idea was to poke fun at the world’s ignorance about Norway and Norwegian athletes, using it as a metaphor for how foreign betting companies enter Norway without an understanding of Norwegian sports, or how the state funded lottery, Norsk Tipping, operates to benefit Norwegian sports. This to position Norsk Tipping as the foremost expert on Norwegian sports and athletes.We did this by putting our biggest sporting star, Erling Haaland, who’s widely consider one of the world’s best footballers, at the center of attention and creating a larger story around his famous traits, portraying the “world” as ignorant. |
| Agency | Try Reklamebyrå |
| Campaign | Welcome to Haaland |
| Advertiser | Norsk Tipping |
| Brand | Norsk Tipping |
| Date of First Broadcast/Publication | 2021 / 6 |
| Business Sector | Lottery & Gambling |
| Story | Norwegian agency TRY wishes you “Welcome to Haaland” in new ads that pokes fun at the world’s ignorance around Norway’s biggest sports stars. Norwegian soccer player Erling Braut Haaland has taken the world by storm in the past couple of years, baffling experts and fans alike with his explosive, characteristic runs, clinical finishing, and intense way of being. Global soccer stars are few and far between for Norway – a country known less for sports accomplishments and more for being “one of those countries in Scandinavia”, or to some, even the capital of Sweden. The film puts Haaland at the center of attention as he scores yet another goal, catapulting some British pub-goers into a conversation about where he’s from. From there on we’re taken on a journey into “Haaland”, a place that mixes Norwegian stereotypes and wild fantasy- The film is part of a campaign that positions Norsk Tipping (The National Norwegian Betting company) as the experts on Norwegian sports, of which they’ve been an integral part of since 1948, a strategy built to fend off the competition from international betting companies, and their increased popularity in the Norwegian marked. Norsk Tipping contributes all their profits to Norwegian sports and organizations on all levels, and thus, have been a small part of Haaland’s career ever since he was a kid playing on small fields in a small town on the west coast of Norway. |
| Media Type | Television |
| Length | |
| Production Company | Motion Blur |
| Art Director | Sebastian Rasch |
| Art Director | Lars Kristian Harveg |
| Copywriter | Mads Krogh |
| Copywriter | Jonas Kopstad Grønnern |
| Key Account | Helge Gjertveit |
| Project Manager | Cecilie Thue |
| Copywriter | Jonas Kopstad Grønnern |
| Account Director | Helge Gjertveit |
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