︎︎︎ SCHULSTAD: A rye bread rolling around the streets of Copenhagen. 

︎︎︎ Danes are known for loving rye bread, and the small population enjoy more than 200.000 million packages a year.

The fiber-packed bread is known to keep you full for long, and in Danish you say that “it keeps you rolling”. 

︎︎︎ Schulstad, the biggest retailer of rye bread in Denmark, wanted to connect that expression to their products, so we found something else that rolls and gave them a creative way to drive their message home.

︎︎︎ We rolled out the idea on several busses in Copenhagen during the spring of 24.  

︎︎︎  Had a great time making this with my creative partner Louise Lindholm and the team at Republica.