These students presented a school project to Tuborg. Tuborg turned it into a national campaign.
The insight was simple: young Danes don’t feel comfortable talking about politics, but they’re already relaxed and open when they’re drinking with friends. So why not meet them there?
Mikkel Skotte, Liv Nora Holmgren, Iben Dalen, Mathilde Richter West, and Anna Schäffer at DMJX pitched the idea as a school assignment. Tuborg said yes and hired them to develop it. The non-partisan youth organization SAGA helped create 29 questions about healthcare, housing, education, and climate… issues young people care about but don’t always realize are political.
Millions of bottles launched across Denmark during election year. Same beer, but with different bottleneck labels.
Swipe to see how a student project became a national campaign.
Pls reach out to @atrosswhy or email [email protected] to have your work featured.
Kampagnen der startede som skoleprojekt for fem studerende på @dmjx er nu ude i hele Danmark!
Idéen er at få de politiske samtaler ned i de situationer, hvor vi unge i forvejen mødes. For at gøre det, har vi udskiftet den kendte etiket og sat spørgsmål om politik direkte på halsetiketterne.
Tuborg købte vores idé, og ansatte os til at videreudvikle kampagnen. Jeg har haft fornøjelsen af at designe etiketten og lære en helt masse.
#valg2026 #øl #tuborgen
