Oslo Brings Back Halfdan for a Winter Tourism Film

How can a tourism campaign bring back a popular character without repeating itself? VisitOSLO and Oslo agency NewsLab faced this question with Halfdan. He is a gloomy local who does not seem excited about his city. The team kept his personality but gave him a new role. In the winter film, he becomes a reluctant singer in a Christmas horror musical.

Halfdan first appeared in the summer 2024 campaign Is It Even a City? He walked around Oslo and explained why people should not visit. His serious manner made this unusual message funny rather than simply negative. The original film received more than 25 million organic views across several platforms. Organic views are views gained without paying to promote the film.

The new campaign is called It's Totally Even a City. It focuses on winter, when fewer tourists usually visit Oslo. The city's low season runs from November to March. VisitOSLO wanted to show another side of the city through Halfdan. The new film received more than five million organic views in its launch week.

The team knew that the first film's surprise would be hard to repeat. So it did more than put the same story in winter. Director August Jorfald returned, and Bendik Aunan again played Halfdan. Music gave the story a different shape while keeping its quiet humour. Halfdan's unhappy view still leaves room for affection for his home city.

The article also describes winter activities beyond familiar Christmas markets. These include floating fjord saunas, winter swimming, skiing and sledging near the city. VisitOSLO has published Halfdan's Winter Guide to Oslo, too. The campaign keeps a character audiences already know while changing his story. Its reported viewing figures show attention, but the article gives no booking results.