When Skånetrafiken took over all the train traffic between Denmark and Sweden, we played with the countries love-hate relationship. Say hi to Mads, a typical grumpy Danish old man. He would not for his life admit that he loved Sweden. A bit of reverse psychology, to attract new Danish target groups. Pas på! (Beware!) Sweden is just a train ride away.

SoMe, TVC, OOH, bus backsides