Stena Line - Crew
Advertising Agency
Belfast, UK
Agency / Creative


In 2019, to further their commitment to the Irish Sea, Stena Line announced the introduction of three new ships to be launched over the course of the next two years. 


Operationally this is a huge step change for the business and it needed a campaign that reflected that change. Something that brought the brand values of customer care, Swedish heritage and sustainability to life. 


Working with the Stena Line team and their consumers it became clear that the connotations of a Swedish brand in the minds of consumers is a powerful motivator.  

Encapsulating this for Stena Line is the term “Lagom”. 

It is a common Swedish phrase that represents balance (the literal translation is “just the right amount”) and is core to the ethos of Scandinavian lifestyle and more importantly, their secret to genuine contentment. 

Leveraging this essence we developed a fresh, straight talking campaign that worked to drive anticipation, excitement and ultimately demand of bookings on the new generation of vessels

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