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Smilet lever

CLIENT: AARHUS CITY

INFO
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Client: Aarhus City

Year: 2020-2021


SERVICES
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Creative Direction
Project Management
Concepts

Graphic Identity
Content Production
SoMe Campaigns

RESULTS
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+3 mio. SoMe impressions
+20 press mentions

COLLABORATORS
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Alexander Håkansson, video
Unseen Studio, graphics

KICKOFF

How do we show that the city of Aarhus still has a lot to offer inspite of a world wide pandemic? 

Almost all over the world the COVID-19 pandemic caused society lockdowns with stores, restaurants and the entire experience economy forced to shut down for a longer period of time. This was also the case in Aarhus, Denmark, but the city municipality didn't want to just sit back and watch the virus destroy all forms of city life and vibe. On the contrary they wanted to show that you could still enjoy the city in various safe and responsible ways.

Together with the municipality and VisitAarhus we created the activation campaign 'Smilet lever' with original concepts, content productions and SoMe accounts to share everything with the people of Aarhus.

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Smilet-Lever-Culture-Works

GRAPHICS

Playful and optimistic identity,
yet with respect for the global
pandemic.

It was important for us to center the graphic identity around Aarhus' reputation as the "the city of smiles". Furthermore colours needed to be positive and leave the viewer with an optimistic point of view.

We also had to keep in mind that this project were created in the middle of a pandemic.

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Smilet_lever_ikonerCulture-Works

EVENTS

Corona-safe events bringing happiness and joy to the city image.    

During the summer period of 2020 we initiated several events in the middle of the city center. The idea was to create some hapiness and joy amongst the people leaving them with the impression that - despite the pandemic - Aarhus wasn't all shut down. You could actually still get some unique experiences. 

We did several workshops where you could learn to create your very own flower wreath in the sun.

Then we also teamed up with Aarhus artist Iris Bakker who portraited faces of the people walking by a shop display.      

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CONTENT

Portraying small businesses and how they get through the corona crisis.

During 2020 we've produced a content series focusing on the businesses that are suffering during the COVID-19 pandemic, especially restaurants, small local shops and cultural institutions. 

Below are some examples. You'll find the full series on our Social channes:

Instagram
Facebook 

CAMPAIGN

Spreading smiles across the city with facemasks.

When an entire society is forced to wear facemasks everywhere they go, what better way to spread smiles than put it on the mask?

During Autumn 2020 we produced 3.000 facemasks and handed them out to shops, restaurants and people on the streets.

CAMPAIGN

Artistic christmas calender spread out all over the city.

How do you enhance that special christmas vibe full of cozyness in a responsible way when COVID-19 is everywhere? 

We teamed up with 24 local artists who all created a unique artpiece for a special "Smilet lever" Christmas Calendar. The artpieces were placed on store displays all over town.

Everyday a new artpiece was revieled combined with give away competitions on our social media channels for more interaction.

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Smilet-laver-kalender-culture-works-4
Smilet-laver-kalender-culture-works-13

SOCIAL

Building and managing
social media channels

Building SoMe channels from scratch demands a both short- and longterm strategy for content, contests and activations.

In 2020 we've had more than 3 mio. impressions in total. This is due to original and relevant content, unique activations & events and interesting contests.

Facebook

1.6+ mio. impressions
19k interactions
2.5k followers

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Smilet_lever_some-05-1

Instagram

1.5 mio. impressions
8.5k interactions
2k followers

RESULTS

A year of consistant  events throughout a global pandemic. 

5 unique content series

3+ mio. impressions across SoMe

+20 press mentions

QUOTE

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CW Group ApS

Cultural Agency

+(45) 292 848 71
hey@cultureworks.dk 

CVR: 34627878

AAR Office

Mejlgade 72,
DK-8000 Aarhus C

CPH Office

Ryesgade 5,
DK-2200 Kbh N

Børsen Gazelle

2020
2019
2018

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