Stena Line faced the challenge of improving travel interest between Denmark and Sweden among young adults – the customers of tomorrow – may not view Stena Line’s services attractive or the neighboring country as an exciting travel destination. Despite the proximity and ease of access via ferry routes, many young Danes and Swedes simply overlook the rich cultural and natural offerings right across the water. Stena Line wanted to change these perceptions and highlight the unique travel experiences that each country provides, encouraging exploration and cultural exchange through their ferry services. 

​To capture the interest of the customers of tomorrow in Denmark and Sweden, Stena Line launched a campaign featuring a Danish and a Swedish TikTok creator – Silas Thorup and Anton Lindström. These creators traveled with Stena Line to each other's countries and documented their experiences in a series of TikTok videos. ​​

Each creator created three videos that showcased everything from popular attractions to hidden local gems, while celebrating the similarities and prejudices of both countries and their cultures, effectively portraying travel between the two countries as exciting and accessible. This strategy aimed to change young people's perceptions of their neighboring country and promote the ferry route as a fun and essential part of the adventure.