The campaign was executed on the Copenhagen Culture Night, where the streets were filled with half a million Danes. We placed a large banner with a huge blank plate from Royal Copenhagen in the city centre. The plate was then painted, with the famous Royal Copenhagen pattern, by two painters in a crane. At the same time several other smaller city-lights around town were painted as well.All the outdoors were painted live by Royal Copenhagen's own porcelain painters making the campaign even more authentic.The unique outdoors gave viewers a live experience of how Royal Copenhagen porcelain is made. Although on a bigger scale, the live painting of the banner and the smaller city-lights required just the same attention as the painting of a normal sized dinner plate, bringing attention to the time, love and care that is put in all authentic craftsmanship from Royal Copenhagen.

On Copenhagen Culture Night the shop was packed all day.The plate used in the campaign is now the best-selling item in the series 'Blue Elements'.The campaign influenced sales of white plates from the series 'White Elements' where sales have tripled.The campaign contributed to a total rise in sales of 4.7% annual - the best result in 10 years.