Is it even a city? – VisitOSLO’s different approach to showcasing Norway

“Don’t come here” is the unconventional message in a new campaign by VisitOSLO, the official marketing organisation for the Norwegian capital. Using humour and typical Norwegian self-irony, the ad highlights the city’s culture and scenic beauty. The campaign has gone viral, amassing 1.5m views on TikTok, 1.2m on Instagram, and over 6m on X. Created by the local agency NewsLab, the campaign features the character Halfdan, played by Bendik Aunan. Halfdan humorously claims Oslo is too easy and available, opening with, “I wouldn’t come here, to be honest … I mean, is it even a city?”. Anne-Signe Fagereng, marketing manager at VisitOSLO, explains: “The reason we dared to use this honest humour in an international campaign is to get attention, and it works!” Oslo has emerged as an exciting destination but remains a well-kept secret for many. The campaign captures Oslo’s transformation, especially along the waterfront with architecture like the Opera House and the new MUNCH museum. Director August Jorfald was reportedly inspired by a trip to Paris and his reluctance to visit the Eiffel Tower, drawing on this experience to create the character of Halfdan.