Nobody turns their head for a billboard. But, when you speak to the climate-crazed culture we live in, you naturally grow a lot of attention.
Copenhageners drink a lot of beer, but have never seen hops. They don’t even know it’s a plant. So we set out to connect the beer, with the beautiful wild plant.
Together with Carlsberg we chose 3 of the most frequented places in Copenhagen as our locations (Nørreport, Dronning Louises Bridge and The Meatpacking District).
By juxtaposing wild plants with concrete jungle landscapes, we created the greenest billboards the city has ever seen. Probably.
We treated it as an art installation by Carlsberg. A head turning, visual stunning piece, with an accompanying “museum label” that provided the needed information.
40.000 people crosses Dronning Louises Bridge everyday. It lived for 3 days.
4.000 people hang out in the Meatpacking District everyday. It lived for 4 days.
250.000 uses Nørrebro Station everyday. It lived for 2 days.
With a media spend of 0 kr. we impacted thousands of people that took time out of their busy everyday lives to see, touch and smell the wild plant.
We strongly believe that using your senses creates everlasting memories – seeing, touching and smelling the hops will make you remember forever. It might even make the beer taste better, when you’ve made the connection.
Want to know more? Contact us at firstname.lastname@example.org