After convincing millions of people to visit Norway’s capital by telling them not to bother, VisitOSLO has brought back its famously unimpressed resident, Halfdan. The new campaign turns Scandinavian self-deprecation into a wonderfully absurd celebration of winter.
The City That Became Famous for Not Wanting Tourists
What if the most effective way to promote a destination were to explain why nobody should visit it? That was the wonderfully unconventional idea behind VisitOSLO’s 2024 campaign, Is It Even a City?, which became one of the most talked-about tourism advertisements in recent years. Its protagonist, Halfdan, a thoroughly unimpressed Oslo resident, wandered around the Norwegian capital complaining about its apparent shortcomings. Restaurants were too easy to get into, museums were too accessible, and the city was simply too small to be taken seriously. Naturally, everything he described sounded rather appealing. The campaign transformed Norwegian understatement into an international marketing success, attracting more than 25 million organic views and winning a Silver Lion at Cannes Lions. Now Halfdan is back, and apparently he still has very little enthusiasm for his hometown.
Halfdan Returns: It’s Totally Even a City
On 9 October 2026, VisitOSLO launched It’s Totally Even a City, a sequel created once again with Norwegian production company NewsLab and director August Jorfald. Rather than simply repeating the original formula against a snowy backdrop, the creative team has turned the new film into an extravagant winter musical. Halfdan, again portrayed by actor Bendik Aunan, continues to find fault with Oslo, but this time the city itself fights back. Choirs, singing children and enthusiastic residents interrupt his complaints with an increasingly exuberant celebration of the Norwegian winter. There are skiers, sledges, floating saunas and even a distinctly eccentric rabbit. The result is part tourism advertisement, part Scandinavian comedy and part theatrical fever dream, with a few unexpected horror-film touches thrown in for good measure.
A Musical Celebration of Oslo in Winter
The new campaign has a very specific purpose: convincing international visitors that Oslo deserves attention beyond the traditional summer travel season. The city offers an unusual combination of urban culture and outdoor recreation, with forests, skiing opportunities and the Oslofjord all within easy reach of its centre. In the film, even seemingly ordinary winter scenes become reasons to visit. Commuters on skis, children enjoying snowy parks and residents embracing the cold collectively undermine Halfdan’s attempts to portray Oslo as an unremarkable destination. The musical format makes the message especially memorable, turning the very characteristics that might discourage some travellers — cold weather, snow and Nordic reserve — into the city’s greatest attractions.
Why Oslo’s Marketing Works So Well
The brilliance of VisitOSLO’s approach lies in its refusal to behave like conventional destination advertising. There are no breathless superlatives, no promises of unforgettable experiences at every corner, and no insistence that the city is the most extraordinary place on Earth. Instead, the campaign embraces an attitude deeply recognisable across the Nordic countries: dry humour, self-irony and a certain discomfort with excessive self-promotion. Halfdan is not a traditional tourism ambassador. He is sceptical, occasionally irritating and almost aggressively unimpressed. Yet his complaints reveal precisely what makes Oslo attractive: manageable distances, accessible cultural institutions, proximity to nature and an urban atmosphere that rarely feels overwhelming. In an era of increasingly interchangeable travel campaigns, Oslo has developed something far more valuable than another collection of beautiful images: a recognisable personality.
From Viral Sensation to a Recognisable Tourism Brand
The original campaign, released on 24 June 2024, demonstrated that unconventional storytelling could generate remarkable international attention. VisitOSLO reported millions of views across its own channels, extensive organic distribution and coverage from publications including the BBC, The Guardian, Fast Company and Business Insider. Its submission to the ICCA Best Marketing Award also reported a 17 per cent increase in flight searches to Oslo during the five weeks following the campaign’s release, compared with the preceding five weeks, although that correlation alone cannot establish how many additional bookings resulted directly from the advertisement. By bringing Halfdan back in 2026, VisitOSLO is building on an established character rather than starting its destination marketing from scratch. The sequel also demonstrates that a successful creative concept can evolve without losing the distinctive voice that made it popular in the first place.
Beyond the Advertisement: Discovering Oslo for Yourself
Visitors tempted to ignore Halfdan’s advice will discover a capital that combines contemporary architecture, exceptional museums and remarkably accessible natural surroundings. The waterfront district of Bjørvika is home to the spectacular Oslo Opera House, designed by Snøhetta, where visitors can walk across the building’s sloping roof. Nearby, the MUNCH museum offers an extraordinary introduction to Norway’s most internationally celebrated painter, while the National Museum brings together centuries of art, design and architecture. Visitors interested in Norway’s Viking heritage can also discover The Viking Planet, an immersive experience exploring the world of the Norse seafarers. Beyond the cultural attractions, travellers can explore the islands of the Oslofjord, enjoy the city’s sauna culture or venture into the surrounding forests. Winter sports enthusiasts can discover skiing and snowboarding experiences across Norway, while families planning a longer holiday can explore family-friendly experiences throughout the country. Whether travelling for culture, nature or outdoor adventure, Norway offers far more than Halfdan would ever willingly admit.
Perhaps the Best Tourism Advertisement Is One That Doesn’t Look Like Advertising
The new VisitOSLO film arrives at a moment when destinations are increasingly searching for ways to distinguish themselves from the endless stream of polished travel imagery circulating online. Oslo’s answer is remarkably simple: tell a story, make people laugh and allow the destination’s appeal to emerge naturally. The 2024 campaign showed how effective that philosophy could be, while the 2026 sequel adds a new dimension by turning winter tourism into a musical comedy. Whether It’s Totally Even a City will achieve the extraordinary reach of its predecessor remains to be seen, but it already demonstrates something important about contemporary Nordic creativity: sometimes the most persuasive way to celebrate a place is to refuse to take it too seriously. And if Halfdan still thinks Oslo is not worth visiting, perhaps that is all the encouragement travellers need.
Watch the Campaigns
Watch the new film, It’s Totally Even a City (2026), and revisit the original Is It Even a City? (2024). VisitOSLO has also published Halfdan’s winter guide, featuring his reluctant recommendations for exploring the Norwegian capital. The campaign has attracted renewed attention on social media, including this Breaking and Entering Instagram feature celebrating Oslo’s extraordinary approach to tourism marketing.
Suggested Online Sources
VisitOSLO — Halfdan’s Winter Guide · KOM24 — Halfdan Returns in a New VisitOSLO Campaign · Travel News Norway — VisitOSLO’s Winter Campaign · Famous Campaigns — Visit Oslo Turns Its Famous Grump into a Christmas Musical · Breaking and Entering Media — Instagram
