CASE // Malaco

Malaco celebrates all kinds of families

Malaco wanted to celebrate all kinds of families, and since we actually have 37 different official kinds in Denmark.

We needed to do something special to stand out. The well-known Familie Guf got a few alterations to put focus on the more familiar types of families we have in Denmark.

For a limited period, the 5 special editions where sold in retailers all over the Danish country. But how did people know about them?

Well, to further the feeling of being exactly the type of family you want to be, but also to make people identify with each specific one, we made insightful copy ads and used them as outdoor print and sponsored ads on Facebook and Instagram.

And since a quite up-and-coming type of family in Denmark is LGBT-families, we made a bus that focused specifically on LGBT-families and ran it during Copenhagen Pride.