Politiken

Frontløberne - Malika

Branding Campaign

How do you earn the attention of a generation that’s bombarded with noise? Politiken wanted to strengthen its connection to people under 30 and show that it understands their fight for a better world.

We created a portrait of DJ Malika Mahmoud – a front-runner changing norms through sound, color, and courage. The campaign film launched the brand platform Frontløberne and marked Politiken as a platform for those who lead the way.