Recent copy & concept
Creating and curating storytelling on the 60th anniversary of the Egg™, the Swan™ and the Drop™ chairs. Immediate attraction was key, but the limited edition anniversary collection needed a constant push during an in-store period of en entire year.
The timelessness, recognisability and exclusivity of the focus product – the Egg™ – was essential in telling and selling the story. Simultaneously an Instagram competition, #ThinkGold – a reference to the 23 k gold coated anniversary bases – inspired and encouraged fans to onboard the anniversary celebration.
Through a combined effort on both digital and social media, in stores and in print advertising an on point launch was secured. With the planning and sharing of specific posts, including visual and written material, with retailers all over the world the launch had a strong digital presence, creating attention as aimed for.
Revitalising one of the world’s most well-known chairs – the Series 7™ by Arne Jacobsen through a collaboration with fashion brand lala Berlin. The overall message: to highlight the news of the famous chair now wearing velvet.
To target both design enthusiasts and fashion connaisseurs, the main message needs to interest both – and a handful of inbetweeners. Firstly, the iconic shapes of the Serie 7 chair had to naturally wear the contemporary velvet in vogue and secondly underline the fashion collaboration. The result: AN ICON DRESSED IN VELVET.
Trendy velvet, fashion and timeless Danish design represent the key message across print advertising in lifestyle magazines, through a built-in digital fan competition and alongside continuous inspiring newsletters and a series of inspirational Instagram content and traffic generating Facebook advertising.
Relaunching one from the archives: the Grand Prix™ table, the forgotten sibling to the famed and award winning Grand Prix™ chair by Arne Jacobsen. The overall message: connect the robust, wooden table to the chair’s status as iconic and make them equal stars of the same story.
Exploiting the existing success of the chair and continuously pairing it with the table – both visually and via words. Arne Jacobsen’s chair was a winner and a true champion – the championship is renewed with the launch of the Grand Prix table. The result: CONTINUING THE TALE OF A CHAMPION
Merging the common denominators of well-crafted wood and timeless design characterising the entitled Grand Prix™ series across print advertising in lifestyle magazines, through video content and email marketing and alongside a series of inspirational Instagram content and traffic generating Facebook advertising.