Competition:
Young Creative Circle Awards 2012
Teamwork with Tobias Løvschall-Wedel

Client:
The Pedigree Adoption Drive

Brief:
When people consider getting a dog, they most likely consider getting a puppy. This is often due to the enormous cuteness factor inherent in dog.
Not helping this fact is that people usually have many prejudices about adopted dogs.
They think adopted dogs are sick, unclean, without race or pedigree and that they come from bad homes. In reality, adopted dogs are often race dogs with a pedigree. 98 % of the dogs are healthy and come from very normal homes. And on top of this – adopting a dog would also mean that the dog is already trained. Basically meaning less piss on the floor and smashed kitchens, compared to a cute puppy.

Assignment:
Draw attention to the many benefits of adopting a dog instead of getting a puppy.

Creative solution 1: 'Inbreeding'
Draw attention to adopting a dog with personality, instead of just choosing by genes and race - where the Danish Count Ingolf is a prime example of inbreeding gone wrong.
Photo of Count Ingolf by Sonny Munk Carlsen

Creative solution 2: 'We <3 Racism'
Use multiple insights to draw attention with a provoking line. First of all, the line draws recognition from the classic 'I<3NY' statement. Secondly it refers to peoples fanatic fascination with race dogs with a pedigree.
Thirdly, it uses these references to make the point that you can actually adopt a race dog - pedigree and all.

Competition:
Aurora Youngsters 2011.
Teamwork with Sune Overby Sørensen.

Client:
Danish Frisbee Sport Union

Brief:
Get young people to join the danish ultimate teams around the country.

Creative solution 1: 'Fairplayers'
Ultimate is based on ideals of fairplay - make this point in a provocative way by showing who's not welcome in the club.

Creative solution 2: 'Statue of Liberty'
Danish ultimate teams are winning gold medals in tournaments around the world - illustrate the point by literally making a mark on some of the famous landmarks of the countries.

Creative solution 3: 'Worldview'
Ultimate players are very dedicated to their sport. Show this by making a reference to a world view as it was before Columbus.

Creative solution 4: 'UFO'
Use a classic UFO picture to get attention to the sport in an unexpected way.

Noahs Ark

Assignment: Make a single print to advertise the new Renault Grand Scenic.

Brief: Draw awareness to the new Renault Grand Scenic with enormous trunk space.

Creative solution:
Illustrate the idea of a large trunk space by using a biblical reference.

To achieve the sense of scale and wonder portrayed in the classic biblical references, I really had to create something that would stand out from a typical automotive ad. By combining more than thirty pictures and more than 150 layers, I created a scene that wouldn't look out of place in the old stories.
Each animal was placed individually to give the walking ensemble a realistic sense of walking forwards. And the background was made from six different pictures to achieve the effect of light breaking free from the looming darkness. The effect was that it all looked like animals traveling towards the light - which would happen to be a Renault car.

Idea: Teamwork with Tobias Løvschall Wedel
Execution: Own execution and editing.