In the Nordics, people grow up adapting to a social code of conduct called the Law of Jante. An ancient norm that essentially boils down to one oppressive message: Don’t dare to stand out. This unwritten \ law\ unites us. But it’s also our biggest obstacle. And it has held us back for far too long.
To activate Samsung’s Nordic sponsorship of the 2024 Paris Olympics, we wanted to motivate Nordic people to finally break free from Jante and open up to a new mindset. One where outdated, limiting norms no longer hold us back. A mindset free from Jante. And who better to lead that change than our olympic athletes, whose very purpose is to stand out and be the best in the world at what they do?