Always Denmark

Always Denmark

Client: Visit Denmark Our role: Creative Concept, Art Direction, Copywriting

The national Danish tourism organization Visit Denmark wanted to attract swedes to their neighboring country, Denmark. For this, we developed a new communications platform ‘Always Denmark’ (‘Danmark hvergang’) to serve as the basis for all campaign activities.

Swedes enjoy visiting Denmark for the warm and cozy atmosphere known as ‘hygge, but a more particular insight is, that they regard Danes to be laid-back, easy living in a bit weird in yet a positive way.

30 sec. spot

15 sec. spot 01

15 sec. spot 02

In order to appeal to families with children (the target), we created a campaign based on an illustrated, cartoon-like universe in collaboration with Kuntz Animation.

The main characters featured in all campaign materials are a Swedish tourist and a Danish resident, appearing in characteristic settings around Denmark. The Swedish tourist is a character known to all Swedes; Stig-Helmer – a beloved main character in a series of comedy movies about a nerdy Swedish guy who went on vacation and always ended up in all sort of insane situations, inspiring us to portray the scenes in the campaign elements with weird and humorous actions.

From sketch to cartoon

The campaign consisted of print ads and posters, online banners, social media activities and PR, outdoor, and animation videos for cinema and YouTube pre-rolls. Post campaign research shows a cost per view better than benchmarks, an 18% increase in awareness, a 31% increase in consideration to buy, and up to 2600% uplift on certain keywords relating to holiday in Denmark.