In March 2016, SAS started flying nonstop from Stockholm to Los Angeles. To celebrate this flight among frequent travelers, we decided to test how much of LA they had in themselves. Act Yourself To Hollywood invited travelers to audition at the airport. To win a nonstop ticket for two to they had to do the hardest thing in acting. We gave them 60 seconds to produce one single tear. On camera.

Swedish travelers say that the US and specifically LA feels like home. But how home? To really test their American dream we installed a secret casting room at Arlanda Airport’s international terminal. Without revealing any details we invited people to audition. Their challenge was to prove their strong feelings for Los Angeles – by utilizing their acting skills. We gave them 60 seconds to produce one single tear. On camera. In one day, the

Act Yourself To Hollywood campaign, reached tens of thousands. 300 of them attempted to cry on demand but only four of them, cried and acted themselves all the way to Hollywood.

During the campaign SAS sold more tickets to LA than any other international destination. The video was one of the most liked and viewed content from SAS during the whole previous year.