Visit Denmark Launches Hilariously Shady Ad Campaign
The new ad campaign from Visit Denmark is a masterclass in the art of shade, and we are living for it! In the campaign Visit Denmark is attempting to put the country of LEGO, ‘hygge’ and H.C. Andersen on the map as the antidote to bucket list tourism. Historical and cultural icons meet ground-breaking technology as the Mona Lisa, the Statue of Liberty, and other iconic tourist attractions come to life in humorous videos, carrying a very simple message: “Don’t come see me – visit Denmark instead.”
The campaign is unique in that both the scripts and the visuals are created by artificial intelligence. While new techniques like deep-fake and motion synthesis have been used to bring images to life in the last couple of years, the addition of scripts generated completely by AI makes it one of the first campaigns to combine the two technologies.
And quite the scripts the AI has been generating! As a result of the cutting-edge technology, the different works of art in the campaign are advising potential visitors to avoid tourist traps such as the museums they are housed in; and encouraging them to travel to Denmark for a vacation that isn’t about ticking off the most famous sights to see, but rather stumbling across the many wonders that hide around every corner of the small Scandinavian country.
In a recent study in the UK, Germany, and Sweden, 56% responded that overcrowded tourist sites and landmarks were a reason for holiday disappointment, while 46% nodded in agreement when asked if ‘feeling like a tourist’ would spoil their holiday. 57% of the surveyed group also answered that getting out and exploring new places made for a great holiday.
“From a marketing perspective, the current trends only make Denmark more relevant as a vacation spot,” says Kathrine Lind Gustavussen of Visit Denmark. “We are obviously always advocates for Denmark, but as a country that doesn’t have ‘one main attraction’ but rather an abundance of smaller, unique experiences in everything from nature to culture, Denmark fits the wish ‘the road less traveled’ perfectly and we welcome Explorists to the land of everyday wonder.”
Queer travelers in particular are most welcome in Denmark, especially the capital of Copenhagen which has a very laid-back attitude in relation to LGBTQ+ people. Denmark has a great track record for queer equality, becoming the first country to recognize same-sex partnerships in 1989. In 2009 it allowed for registered LGBTQ+ couples to adopt children, and in 2012 it became legal for same-sex couples to be married in church and at City Hall.
There are also several events, bars, and celebrations enticing queer visitors over including their amazing Pride celebration, the MIX Copenhagen LGBTI+ Film Festival and Distortion, an enormous street party, and an electronic music festival.
For more information and to start planning your trip to Denmark click here.
