How do you remind people of the power of the Øresund Bridge, when crossing it suddenly becomes off-limits? Advance were tasked with creating a campaign that emotionally connected both countries, even when they couldn’t be together physically.
In 2020, the Øresund Bridge went from having a record year to a cataclysmic one. As Covid-19 hit, 44% less drivers took trips across the bridge, and 26% fewer commuted, as working from home became the norm. The result was a devasting cost for both communities and for the bridge too.
Although the campaign, “What do you take home?” (Danish: “Hvad tager du med hjem?”) had to be cut short, we did thankfully have a chance to celebrate the bridge on its 20th anniversary. To mark the occasion, we paid tribute to both sides of the community, with the, “Together we build bridges” (Danish: “Sammen bygger vi broer”) campaign. In true reflection of the bridge’s purpose, more than a hundred thousand people from the region came together online to watch the anniversary culminate in a live concert at the top of the bridge.
Despite hopes and celebrations, travel restrictions lasted longer than expected, traffic never picked up speed and it was clear that the bridge was not going to open fully any time soon due to government restrictions. We needed to build some positive momentum for the brand and so created a campaign that put the bridge top of mind while waiting for normal conditions to return.