LAUGHTER AS THE MEDICIN
By focusing on authentic, relatable content, the campaign celebrates the small moments that make life feel lighter. The TikTok-first approach meets young adults where they spend time, encouraging participation, shareability, and real engagement - exactly what the brief was looking for.
The idea is meant to slow down time - and what slows time better than laughing out loud?
CLIENT
Carlsberg Group / Tuborg Squash
ROLES
Concept development | Art Direction
"The Squash Hotline" A physical activation that translates the concept into real-time connection. By stripping away screens and social feeds, the phone line creates spontaneous, shared laughter.
The visual universe balances Tuborg Squash’s familiar branding with the freedom of authentic, user-generated content. By respecting the brand’s heritage and visual language, we create a consistent identity, while the real, unpolished contributions from participants carry the weight of relatability and trust - especially with young adults who value genuine, shareable content. Bold, playful, and energetic, the campaign lives at the intersection of brand consistency and cultural relevance, making humor and authenticity inseparable.