The Coca-Cola “Scandinavian Smile” Pitch: A Campaign Born in a Post-Crisis World

Agency:Cosmographic / Nobody CPH / CIID
Client:Coca Cola
Overall ConceptKim Nielsen

Film Pitch:Kim Nielsen
Web strategy:CIID & Kim Nielsen
Strategy, PR, Presentation, Copy:Cosmographic & Kim Nielsen

In the years following the 2008 financial crisis, the world was in need of optimism and connection. It was during this time that The Scandinavian Smile campaign was pitched to Coca-Cola’s Danish branch and then escalated to the Coca-Cola Content Factory in Paris. The idea aimed to do more than just sell Coca-Cola; it sought to bring smiles to people at a time when they needed them most. Despite receiving positive feedback, external circumstances prevented the campaign from moving forward, but its philosophy remains as relevant as ever.

Campaign Philosophy: Inspired by Usman Haque, Tailored for Tough Times

In a post-crisis world, people were more skeptical of marketing that tried to sell happiness. Inspired by the interactive works of Usman Haque, The Scandinavian Smile embraced a different approach. Rather than pushing a product, the campaign aimed to facilitate happiness, recognizing that joy comes from within, and the role of brands is to help people rediscover that joy.

The central message—“Smile, and your world smiles with you”—was more than just a tagline. It was a call to action for people to spread positivity, even when the world around them felt uncertain. This was a campaign designed to align with the cultural mood of the time, when people were rebuilding their lives and craving authentic, uplifting moments.

The Short speculative Film: Smiles and Young Love

One of the pitch’s most heartwarming elements was a short film, designed to anchor the campaign’s narrative. Set against the backdrop of a city recovering from difficult times, the film followed two characters—Lanky Indie Boy and Manga Girl—as they moved through the city, finding smiles in the most mundane objects. The film encapsulated the idea that even in uncertain times, happiness could be found in small, shared moments. When the two characters finally meet in a park, their smiles and shared Coke bottle symbolize the power of connection, even in challenging circumstances.

A Positive Idea in a Challenging Time

Although The Scandinavian Smile never went beyond the pitch phase, it remains a unique and forward-thinking concept. Born out of a time when the world was healing from economic uncertainty, it tapped into the need for authentic joy and connection. The idea was to give people the tools to create their own happiness rather than selling them an illusion of it—an approach that resonated with both the Coca-Cola Content Factory and the Danish branch.

Today, the pitch remains a concept in Coca-Cola’s creative graveyard. In hindsight, The Scandinavian Smile represented not just a campaign but a philosophy that reflected the need for real human connection during difficult times.