Ski Team Sweden X-Country.Roligt i Längden.

Getting people to stay active is one thing. Getting them to try something completely new is another.

Together with the Swedish Ski Association and Novo Nordisk, BANG Agency created Roligt i längden – a campaign designed to make cross-country skiing feel accessible, inspiring and, above all, fun. Instead of telling people how easy it is, we let them experience the journey themselves. Through a 12-part social media series, three complete beginners learned the basics of cross-country skiing under the guidance of Swedish skiing legend Anders Södergren. The story culminated in a public try-it event where families and first-time skiers could borrow equipment, receive coaching and discover the sport in a welcoming environment. The campaign reached more than 1.5 million people – almost three times the original target. At the event, 35% of participants tried cross-country skiing for the very first time, and every single participant left feeling more inspired to continue skiing.