FRILUFTLIV

Odlo Friluftliv FW24-25 Campaign

In Norway, Friluftsliv is more than just a concept—it’s a way of life. Deeply embedded in the country’s identity, it represents the intimate bond between people and nature, a philosophy where the outdoors is not merely a place to visit but a space to live, breathe, and move freely. And at the heart of this culture lies cross-country skiing, an ancestral tradition that continues to shape generations.

The client’s brief was to create an authentic story about cross-country skiing in Norway. We developed the entire campaign concept, identifying Friluftsliv as the key to understanding why cross-country skiing is such an integral part of Norwegian culture. Rather than focusing solely on performance, we built a narrative that explored the deeper, more emotional connection Norwegians have with this sport—one that transcends competition and becomes a lifelong companion.

Told through the eyes of three young Norwegians and their childhood memories, the project became a visual manifesto of this heritage, illustrating how skiing is woven into the fabric of everyday life.

The final output of the project consisted of a short documentary, social videos with a strong product focus, and a collection of photography—ranging from campaign imagery to product-focused and documentary-style shots.