When the danes go on vacation, they enjoy it a lot more, knowing that the weather back home is bad. Because when you live in the cold north, the weather means everything. When Danes say that the Danish summer is the best day of the year, it’s not really a joke. This might be one of the reasons why they love to travel to exotic destinations. Even during the summer.

So Robert/Boisen & Like-minded, Copenhagen, developed an interactive outdoor campaign that reminded holiday-goers just how lucky they were to be on vacation and not back home in the cold. The special-build weather simulator capable of replication any kind of bad weather using real time weather data from back home.

Making of