Hællæwood

Norwegian language, where "Hællæ" is local (Fredrikstad city) slang for "Hello".
Combine with wood, its referd to the movies called "lange flate ballær" 1, 2 & 3.
The frase were evented as a pr-stunt before the premiere, by the director of the film; Harald Swartz

When you arrive the city of Fredrikstad, you'll see the sign "Hællæwood".