Business Danmark is an independent union for sales and marketing employees that came from a history of targeting primarily women through humor. This time they wanted to get a bit more serious in message as well as universe. They wanted to grasp for a wider target group and all the while give the term “sale” a more positive ring to it.
We decided to go for a more aesthetic and emotional angle with the catchphrase as “Everybody has something to sell, and we will help you get better at it”.
We used everyday situations where a sale is needed. In order to give the story a fuller expression, we brought to life the golden ribbon around the logo. The ‘golden ribbon’ became the storyteller, it enhanced the situation while emphasizing its points. It became a key element in the online campaign as well.