2024
Denmark
Client: VisitDenmark
Produced by: New-Land
Agency: &Co
Category: Country Promotion
Entry Type: Promotional Video
Our film introduces viewers to The Danish Zen and the relaxed Danish mindset. Through humor, energetic editing, and authentic footage, we showcase how Danes embrace a laid-back approach to life. Using unconventional techniques like mating rabbits and a bleating goat, we highlight our humorous perspective. It's a tribute to Danish Zen and an invitation to experience our lifestyle.
The purpose is – through humor, a good twinkle in the eye and a strong local understanding of phenomena/behavior/talk of town in each market – to address situations or behaviors that can be considered the opposite of The Danish Zen. In other words, where you don't have a laid-back approach to life. This gives us an obvious and eye-catching opportunity to draw attention to The Danish Zen – and at the same time emphasize the need to experience The Danish Zen in Denmark.
1 - Adventure seekers prioritize active nature trips over beach vacations. They crave authentic experiences, seeking safe destinations with outdoor activities, cultural immersion, and seaside fun. 2 - Eco-conscious families prioritize relaxation and kid-friendly fun. They opt for sun-soaked beach holidays, emphasizing eco-friendly practices, coastal activities, and sustainable tourism.