Client: Aarhus City
+3 mio. SoMe impressions
+20 press mentions
Alexander Håkansson, video
Unseen Studio, graphics
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.
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.
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.
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.
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.
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.
1.6+ mio. impressions
1.5 mio. impressions
CW Group ApS
+(45) 292 848 71
DK-8000 Aarhus C
DK-2200 Kbh N