*Hygge is the Danish concept of cozy contentment: finding joy in simple, warm and unhurried moments. Tuborg is a Danish pilsner.
KEY INSIGHT: Being cozy has become an emotional survival mechanism in a culture obsessed with hyper-optimization.
BIG IDEA: "STOP, DROP AND HYGGE": A spontaneous and immediate invitation to pause the constant pressure to perform and get cozy.
1) SOCIAL LEAD UP
Social campaign that builds awareness and hype while keeping key details hidden. This allows Tuborg to preserve the spontaneity central to the concept.
2) POP-UP
A pop-up hygge dome hosted in the financial district where performance pressure runs rampant. Doors open at 5pm, acting as a natural off-ramp to chill and get cozy after a long work day. Projections in the dome can change to retain novelty and interest. The Danish scenery in the projections further connects the activation to Tuborg's heritage.
3) MERCH
The Snygge: A co-branded Tuborg x Snuggie creation with two pieces available, a wearable cozy snuggie for you and your beer. Both items to be sold at entry to the Tuborg Hygge dome. These branded items can then be used in natural cozy activities of every day life, such as around the fire at the cottage.
