Party Like Norwegian

Rather than going straight to the event, we built a story-driven campaign that began with cultural discovery. Our research showed us that in order to build a strong culture, celebrations and how they are part of a culture’s identity is a vital indicator of shared values, emotional connection, and belonging. Therefore we traveled to Ireland, Spain, and Latvia to film how people in different countries celebrate. These documentary-style clips were shared internally, sparking conversations and reflections around cultural identity. The grand finale reimagined Norway’s iconic russ tradition, where everyone wore russedress regardless of their background, and took part in games, music, and bus tours that mimicked the national graduation ritual. Creativity was also applied to the day program, where a fairallowed employees to “visit” other departments stands and learn about their contributions. The campaign blurred the lines between celebration, education, and storytelling.

The innovation lay in combining multiple formats: digital storytelling, interactive internal comms, and live immersive experiences into a cohesive, cross-border cultural campaign. Instead of focusing only on the physical event, we created a pre-event journey that sparked curiosity and built relevance weeks in advance. Employees got to explore each other’s cultures, not through slides or slogans, but through emotional narratives and visual storytelling. The russ concept, traditionally used by Norwegian graduates, was repurposed as a corporate unifier. Russedress replaced traditional uniforms for one day, allowing hierarchy and function to fade. Departments set up playful booths during the day, turning job descriptions into interactive experiences. The entire campaign functioned as a long-form internal activation with multiple touchpoints and was emotional, social, experiential, and educational.

JCP handled the creative direction, film production, event design, logistics, and on-site execution. Norwegian’s internal communications team coordinated with stakeholders and helped activate content across internal channels. Filming across Europe was conducted with local crews, ensuring authenticity and cultural sensitivity. The main event took place at The Qube at Gardermoen, strategically selected for easy access and a festival-like layout. Transportation logistics were coordinated for 2500 of employees, and russedresses were distributed in advance. Safety and inclusivity were prioritized, with clear communication and multilingual signage. The result was a seamless journey from teaser videos and Workplace engagement, to the in-person cultural celebration and fair. Despite the scale and geographic spread, all elements were delivered on time and within budget.

The results exceeded expectations. A post-event survey showed that 4.6 out of 5 employees felt more proud to work for Norwegian, and 4.7 out of 5 reported a greater understanding of other cultures. Workplace interaction increased by 40%, particularly in cross-departmental dialogue. Internal KPIs in Norwegian’s People Engagement Survey improved significantly: “Respect” rose by 8 points (from 70-78 out of 100), “People engagement” by 10 points (from 61-71 out of 100), and “Empowerment” by 7 points (from 70-77 out of 100). These improvements were directly linked to the campaign period. Managers also reported higher team morale and better interdepartmental communication in the weeks following the event. Beyond numbers, employees continued to refer to the experience in internal channels, and several initiatives that began at the departmental fair have since turned into cross-functional collaboration projects. The campaign’s impact was both emotional and operational.

The campaign started through Norwegian’s Workplace platform, supported by targeted email updates, internal posters, and newsletter coverage. The internal communication team ensured a structured rollout with teaser videos, road trip films, and key messages about celebrations leading up to the event. Local ambassadors in each country helped spread the word, engaging colleagues and creating excitement. This decentralized approach allowed the campaign to feel close and relevant across all departments. The storytelling format and humor in the video content helped boost reach and internal dialogue. Although the campaign was designed for internal audiences, it sparked organic attention externally. Many employees shared their experiences, photos, and reflections on LinkedIn and other social media platforms. This helped strengthen Norwegian’s employer brand while celebrating the company’s values.

We used the Green Producers Tool to budget, track, and measure emissions across all aspects of the campaign, from transportation to catering. This enabled informed decisions throughout planning, ensuring tangible sustainability measures beyond symbolic gestures. The russedresses were sourced from a surplus batch of unused clothing from the previous year’s production. Instead of being destroyed, the garments were purchased at a discount, and then donated to charity. Many were repurposed into workwear for organizations in need. Printed materials were minimized, while local suppliers and services were prioritized to reduce travel and waste. The Green Producers Tool also gave insight into post-event emissions, contributing to the development of more sustainable practices in future productions. Sustainability was treated as an integrated system, not an isolated checklist. For next years event, we can now use date from this event to make even better decisions.