In the Nordics, we grow up adapting to a cultural concept called Jantelagen. Essentially, it’s an outdated social norm that quietly tells us not to stand out or believe we’re special.

But if you're a world-class athlete chasing the top of the podium, or a tech company consistently creating outstanding products, there's no room for limiting mindsets. So, to kick off Samsung Nordic’s sponsorship of the 2024 Paris Olympics, we launched a lifestyle campaign waving goodbye to Jante.