VisitDenmark Is Telling the Entire World to Chill

Need to chill? New spot by Danish agency &Co. and New-Land introduces to the world the Danish Zen – a uniquely laid-back approach to life.  

This playful campaign from VisitDenmark launches with a series of billboards, urging influencers, hipsters, first-time parents, and city planners to chill. 

The message is clear: We could all use a dose of Danish zen. 

And what better place to get it than in Denmark? With 47% of the population having zen-like names such as Han-sen, Mikkel-sen, Jen-sen and Erik-sen there’s more to the Danish way than meets the eye. 

Hey, maybe you’ll even catch the vibe of the legendary Hans Christian Ander-sen.   

While Denmark may lack the grand monuments of its European neighbours, it possesses something uniquely Danish. Internationally renowned for their 'hygge' and their liberating ability to say 'pyt', Denmark embraces a lighter and more laid-back perspective on life.

“Our country offers a wonderful blend of beautiful nature, cultural gems, and authentic everyday wonders just waiting to be explored. But one of our greatest attractions is in fact ourselves – we Danes. Our ability to take things as they come, in a completely laidback manner, has shaped our culture in a way that is inspiring to experience for foreigners,” explains Erik Mortensen, head of global brand and development, VisitDenmark. 

But what's the secret to their easy going approach? What enables the Danes to take things lightly and find joy in the small things? The answer lies in The Danish Zen.

“The Danish Zen is not a mindset achieved through strict practice or deep meditation. On the contrary, it is built on an extremely laidback approach to life. When you are in (the Danish) zen, you master the art of saying 'Pyt,' letting things pass and instead focusing on what truly matters,” explains Stefan Sahl, senior copywriter, &Co. 

“When you see the world with slightly different eyes you open yourself up to experiences you might otherwise overlook. That’s the spirit of the Danish zen. But most importantly, our zen is a way of being together, and there is no better way to experience it than with us Danes. Therefore, we want to invite everyone to visit Denmark and explore The Danish Zen,” elaborates Jeppe Hansen, senior art director, &Co. 

The campaign is launched on January 22nd with massive billboards in Amsterdam, Hamburg, Oslo, and Stockholm, a campaign film running across social media, followed by a 15 sec. social film impacting The Danish Zen and various TV versions localised for each market. 

A range of influencers across markets will also be sharing their experiences with The Danish Zen inviting the world to explore Denmark – the land of every wonder.