During the last year we have worked with the platform "We are travelers” for SAS. This is a reflection of SAS, both as an experienced airline, and the passengers who fly with them. One of thing the "SAS travelers" have in common is that they demand efficiency. This does not only mean the shortest travel distance, but also efficiency before departure. This is why we changed the speed on one of the escalators in the airport, with the message «We always look for the fastest route». We chose the fast escalator as a media surface. This got a lot of attention and quickly created a good atmosphere on the airport. The event was filmed, and then published in social medias (Facebook and YouTube). Over 1.400.000 people have seen the film so far, and the numbers keeps rising.