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&Co.: The Indoor Generation for Velux

November 1, 2022

Through creative thinking and innovative processes the full-service agency &Co created the ‘The Indoor Generation’ campaign, where daylight and fresh air are in focus. For the window manufactures VELUX, the Danish agency has created a campaign based on the fact that people today spend 90% of their lives indoors.

People spend 90% of their lives indoors

&Co. created the VELUX® campaign ‘The Indoor Generation’ in 2018, as VELUX wanted to create awareness about the importance of daylight and fresh air. ‘The Indoor Generation’ was built on the fact that people spend 90% of their lives indoors, thus making the main objective of the campaign to start a global conversation around the bad indoor environment and to encourage people and stakeholders. Through the campaign &Co engaged NGOs, politicians, industry stakeholders, and consumers across 41 countries, who all were associated with the ‘problem’. The campaign raised the bar from a classic customer-centric campaign to being “human-centric”, transcending and activating both business to business and business to consumer segments. The campaign film received over 100 million views and VELUX experienced a lift in unaided brand awareness in markets like Germany, the United Kingdom, France, and the Netherlands.

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About &Co.

&Co. is a leading Danish full-service agency based in Copenhagen. As a part of The North Alliance (NoA), &Co. forms creative solutions to strategic challenges. The agency takes pride in working together with its clients and suppliers, as the common goal to make a difference is the same. &Co. works with a mentality, where a mix of different perspectives and competencies are key to securing a successful result, both in terms of moving people, perceptions, and market share. They work with creative thinking and innovation as a process that ensures that they relay one cohesive story across target groups, messages, and channels to create the biggest impact.