THE BRIEF
Inflation and rising energy prices led Danes to save more. The client’s task was to inspire Danes to eat more rye bread for dinner.

THE INSIGHT
Rye bread sandwiches are the only item on the Danes’ list of the top 10 most frequent dinner dishes that can be prepared entirely without using electricity.

THE CAMPAIGN
2022 was the year we got up at night to do laundry and saved the roast for a day when the wind turbines were running. Schulstad felt that Danes deserved an energy-saving tip that wouldn’t turn an already stressful daily routine upside down. So we launched a text-based outdoor campaign, providing yet another reason why rye bread with toppings is the Danes’ favorite dinner. We can enjoy a rye bread dinner without turning on the oven or stove, leaving our worries behind in the pocket with the energy price app.