Digital Concept for Ekstra Bladet.

The primary objective of the project was to capitalize on the occasion of their 120th anniversary, aiming for a significant branding activation that positions them as the news media that is the first to update the Danish audience. With a focus on creating a larger branding initiative, the goal was to propose a campaign that not only encourages reflection and evokes emotions but also resonates with the segment that Ekstra Bladet has not effectively reached: the younger demographic.

We devised a combination of outdoor marketing and a digital campaign, leveraging AR (Augmented Reality) filters to activate the campaign through mobile devices. This innovative approach aimed to bring the campaign to life and engage the audience, especially the younger demographic that Ekstra Bladet sought to connect with more effectively.