Challenge

We need to tell the story of how Google's Digital Transformation Programme revolutionised SAS's marketing and in turn increased their online bookings by a third.

Strategy

Take viewers on a journey from SAS’s early days to its turnaround, highlighting the cutting edge marketing department it has created today through Google's Transformation Programme.

Idea

By juxtaposing vintage photography from the SAS Museum against SAS today we paint a picture of a thoroughly contemporary airline and industry.