● Mølk

Consumers are confronted with slogans on every square inch of their world. Advertising has become completely commonplace. Everywhere – except in the forest – is full of slogans that want to be read and understood. “Content” is the new normal. That makes “nonsense” content a mere caricature of it. The challenge was to break down the barriers between sensory perception and logical understanding – because breaking patterns is more memorable than following clichés about what a campaign should look like.

The guiding principle of the campaign was the “disruptive” connection between inside and outside. Campaigns flow into public space, social media and through users. The subjects see the Citylights as three-dimensional objects and show their inner workings. This dissolution of inside and outside, where the traditional viewer sees only a two-dimensional panel, is meant to reinforce the pervasiveness of the campaign, which in addition to being understood, has a level to be experienced.

Dropping the milk or breaking the screen triggers sensory stimuli that irritate, wake up and surprise the viewer with a massage. The Citylights become vending machines in which something happens: A spatial body that points into the Mølk universe. Each screen is a gateway to their world, where physics and gravity rule just as they do, only everything is a bit more beautiful and colorful, an idealized meta-world in pink and oat milk.