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 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.
"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.
