Ocean Blue enlists Norwegian fishermen Hans and Lars for new campaign via SICKDOGWOLFMAN
Ocean Blue, Australia’s number one smoked salmon brand, has enlisted Norwegian fisherman Hans and his well-meaning but hapless offsider Lars to highlight why Norway’s icy waters produce the tastiest salmon in a new campaign developed in partnership with Melbourne independent agency SICKDOGWOLFMAN.
The new work builds on Ocean Blue’s From the Coldest Waters of Norway positioning, first established in 2023, with a series of comedic films.
Shot on location in Norway with Swedish production company, Giants and Toys, and director Gustav Egerstedt, the campaign celebrates the pristine, chilly waters from which Ocean Blue sources its premium salmon. (The production drew so much attention to the small town of Frafjord, that the shoot even made the local newspaper.)
Blending authenticity with dry Norwegian wit, Lars, the water’s unofficial ‘temperature inspector’, is shown hand-knitting a beanie to keep the salmon warm, while tasting the ice-cold fjord water as if it were a fine pinot. Doubling down on the brand’s Norwegian provenance, the films bring to life the purity, quality and downright frosty origins of Ocean Blue salmon, with Hans and Lars ensuring the message is delivered with warmth, even if the water is not.
Says Jess Wheeler, creative director at SICKDOGWOLFMAN: “The reason that Ocean Blue’s salmon is some of the best in the world is fairly simple. It’s from the beautifully pristine surrounds and icy cold waters of Norway. The playful contrast is the magic of the campaign, with stunning fjords, icy waters, glorious scenery and two fishermen who only agree on one thing, how good the salmon tastes. And if you’re wondering whether Lars did really make salmon mittens… he absolutely did. We just couldn’t fit them in the edit.”
Says Emily Ross, senior brand manager at Ocean Blue: “Australians already love Ocean Blue for its flavour, and this campaign shines a spotlight on why our salmon tastes the way it does. The cold, clear waters of Norway really are something special, and Hans and Lars bring that story to life in a way only they can. It’s a fun, memorable platform that continues to reinforce the quality at the heart of our brand.”
The campaign launches nationally across OOH, digital and social channels.
Client: Ocean Blue
CEO, MaxFoods: Daniel Thompson
Marketing Manager, MaxFoods: Claudia Boniburini
Senior Brand Manager, Ocean Blue: Emily Ross
Agency: SICKDOGWOLFMAN
Creative Director: Jess Wheeler
Creative Director: James Orr
Design Director: Jake Turnbull
Business Director: Jarrick Lay
Account Director: Victoria Concha
Senior Account Manager: Hannah Clements
Producer: Ally Curtis
Designer: Dan D’Angelo
Production: Giants & Toys
Director: Gustav Egerstedt
Executive Producer: Christian Rehnfors
Producer: Niklas Jakobsson
DOP: Viktor Skogqvist
Offline Editor: Joakim Pietras
Casting: Folk & Film Casting Oslo
Producer: Espen Rudi
First Assistant Director: Valentyna Sevostianova
P.A: Frida Feline
P.A: Malin
First Assistant Camera: Jonathan Bevan
Second Assistant Camera / DIT: Rudi Dickstein
Gaffer: Nicholas Messel
Best Boy: Stig Tvenge
Sparks: Tine Simi Brun
Sound: Kristoffer Gjøsund
Props Master: Bjørn Christian Granberg
Food Stylist: Monica Eidem
Styling / HMU: Silje Time
Post Production: Manimal
Colourist: Denzil Heeger
Online: Ryan Brett
Post Producer – Hannah Byrnand
Sound Production: Production Alley
Sound Design : Ben Lowe