SCA
Force of the forest
After launching Skogens kraft – the force of the forest in the first phase of SCA’s campaign with the Swedish national cross-country ski team, the forestry company wanted to take the
collaboration a step further. The ambition: to make the forest not just a backdrop, but a driving force.
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Background and Challenge
SCA aimed to deepen the emotional and strategic link between cross-country skiing, the climate, and its brand – highlighting the forest as an essential source of strength for both nature and human performance.
The challenge lay in transforming this idea into a film concept that felt authentic, engaging, and truly grounded in the athletes’ own experiences of the forest.
Solution
Whataboutus, together with sister company Sould, crafted a storytelling concept on the personal connection that four elite cross-country skiers share with the forest.
We developed a film series structured around four thematic forces: the force of life, physical force, mental force, and the force of the audience.
Each theme was embodied by a single athlete and brought to life through a playful, cinematic, and visually captivating approach – highlighting both the beauty of the forest and the unique ways it fuels their strength, focus and resilience.
Activation
The result was a cohesive activation that sharpened SCA’s brand narrative and highlighted the forest as a living power source for athletes, nature and the climate.
To bring the concept to life across platforms, we produced one hero film for each of the four themes, supported by a series of shorter social media clips designed to spark reach and continued storytelling.
Film Social Media Campaign
SCA aimed to deepen the emotional and strategic link between cross-country skiing, the climate, and its brand – highlighting the forest as an essential source of strength for both nature and human performance.
The challenge lay in transforming this idea into a film concept that felt authentic, engaging, and truly grounded in the athletes’ own experiences of the forest.
Whataboutus, together with sister company Sould, crafted a storytelling concept on the personal connection that four elite cross-country skiers share with the forest.
We developed a film series structured around four thematic forces: the force of life, physical force, mental force, and the force of the audience.
“ We developed a film series structured around four thematic forces: the force of life, physical force, mental force, and the force of the audience.
The campaign was launched via a trailer in conjunction with the first race of the 2025-26 ski season, with each “themed” film set to be released during season highlights like the World Cup and the Winter Olympics.
Each theme was embodied by a single athlete and brought to life through a playful, cinematic, and visually captivating approach – highlighting both the beauty of the forest and the unique ways it fuels their strength, focus and resilience.
To bring the concept to life across platforms, we produced one hero film for each of the four themes, supported by a series of shorter social media clips designed to spark reach and continued storytelling.
The result was a cohesive activation that sharpened SCA’s brand narrative and highlighted the forest as a living power source for athletes, nature and the climate.
