Norwegians have plenty to be proud of.
But let’s be honest—Haaland becoming the first-ever cover star for EA Sports FC 24 might just top them all. Some might even say it’s a milestone worthy of renaming an entire country.
Erling Haaland comes from Norway—a small country mostly known for its stunning natural landmarks. So when their national pride Haaland made the FC 24 cover it was a big deal—not just for him, but for the entire country. To match his achievement, we rebranded Norway as “Haa-land”.
Welcome to Haa-land was a tourism styled, global campaign celebrating Norway’s biggest football export, most cherished “landmark“ and the face of the FC 24: Erling Haaland.
Spectacular landmarks—or should we say Haa-landmarks—like Henningsvær and Pulpit Rock were given a make-over and featured prominently in the campaign. To make sure the initiative got the right kind of recognition, we partnered with Visit Norway and launched in their channels. They even changed their official Instagram handle to Visit Haa-land.
The campaign ran across DOOH screens at Oslo Central Station and Gardermoen Airport, and in ads in Norway’s largest daily newspaper, VG. Strategically crafted social content was key—generating strong organic traction within the FC community.
Overnight, Erling Haaland transcended football stardom—going from national hero to global icon, with a country temporarily bearing his name.
