Discover Longyearbyen

The challenge

In a sea of European getaways, today’s young travelers crave something apart from the usual postcard-perfect experience. The brief: to spotlight a lesser-known place through an unexpected lens and craft a campaign that fuels wanderlust in digital-native, adventure-hungry millennials.

My Solution

Most people have never heard of Longyearbyen, let alone dreamed of going. That’s exactly what makes it unforgettable. Nestled on the world’s edge in Norway's Arctic islands, Longyearbyen is the northernmost inhabited town on Earth, where the sun doesn’t set for months, and in the winter, darkness becomes an experience of its own. My campaign tapped into that surreal contrast, positioning Longyearbyen as the ultimate bucket-list escape for millennial travelers looking for more than just pretty views. Think glacier hikes, dog sledding, polar bears, and the kind of stillness you can’t post-filter. Through bold visuals, unexpected headlines, and a strategy built around social storytelling, I reframed the Arctic not as cold and distant, but as raw, rare, and wildly alive.