“Party Like Norwegian” was an internal cultural campaign created to connect Norwegian Airlines’ employees across Europe. With teams spread across functions and countries, the aim was to foster unity,
Norwegian faced a challenge of internal fragmentation. With employees across nine countries and in very different roles—pilots, cabin crew, ground staff, call centers, and offices—distinct subcultures had developed. These silos affected cohesion and limited collaboration. The main objective was to build one unified culture across roles and borders. Our research showed that in order to build a strong culture, celebrations—and how they reflect identity—are a powerful lever for belonging. The goal was to create a shared internal experience that highlighted equality across cultures and roles, fostered pride, and made people feel connected to something bigger than their job. After the event, employees were expected to better understand each other’s contributions, engage more actively across departments, and feel a renewed sense of cultural belonging to Norwegian—not just as a brand, but as a shared workplace community.
We built a story-driven campaign that started with cultural discovery, not a one-off event. Teams travelled to Ireland, Spain and Latvia to film how people celebrate. Short documentary clips were shared on Workplace, prompting reflection on identity and belonging. The finale reimagined Norway’s russ tradition: everyone wore russedress and joined games, music and bus tours, turning a national ritual into a unifying symbol. We then brought learning into the day program. A departmental fair let colleagues visit other teams’ stands and see their contributions in action. The format blended digital storytelling, targeted internal communications and an immersive live experience into one cross-border activation. By replacing uniforms with russedress for a day, hierarchy softened and roles mixed. Job descriptions became interactive encounters, making celebration, education and storytelling work together. It felt human and memorable, turning connection to daily practice.
