How to get the Norwegians to toy with the idea of visiting Denmark - also off-season.

The campaign is focused on Denmark and LEGOLAND. Two brands which fit well because Denmark and Danes in Norway are viewed as playfull, unpretentious and familyfriendly. Similar to the values of the brand LEGO. LEGO therefore became the core for overall design. This idea also enabled an analog approach within a digital framework.

Compared to the previous year the number of Norwegians travelling to Denmark increased with almost 20%.