Robert/Boisen+Like–Minded: Changing the view on wind turbines, one stay at a time
In Denmark, the rollout of new wind turbines had stalled - not by technology or funding, but by people. Windy Retreats was an unorthodox, attention-grabbing campaign for Denmark’s leading energy group, Andel, that tackled the resistance head-on by inviting sceptics to spend their holiday as wind turbine neighbours - replacing fear with real-life experience.
A campaign that swapped protest signs for welcome mats
In Denmark, reaching climate goals means installing 16 new wind turbines every month until 2030. Yet local protests, fuelled by “Not-In-My-Backyard” (NIMBY) attitudes, have slowed progress so much that in 2023 more turbines were dismantled than erected. Research showed these objections often stemmed from misconceptions – from sleepless nights to ruined views - that didn’t match reality. In fact, 93% of all wind turbine neighbours reported no or minimal disturbance.
Copenhagen-based creative consultancy Robert/Boisen + Like-minded turned the debate on its head with Windy Retreats: a nationwide invitation for Danes to spend their autumn break as wind turbine neighbours. The consultancy organised an initiative for locals across the country to open their homes for a two-day free stay, allowing sceptics to experience turbine life first-hand. When spots filled up (which they quickly did), an interactive map guided people to other rentals with turbine views.
The creative platform was built on authenticity: genuine hosts, real social media comments from earlier debates, and myth-busting answers from experts. The story unfolded across TV, social, print, OOH and PR, with filmed guest reactions dismantling myths for the entire country. The results were striking:
• 1,277 booking requests in just over a week (fully booked)
• 50,763 likes, shares and comments
• 76% national ad recall
• After the campaign, 76% of all Danish adults knew of it; 28% (900,000 people) now viewed turbines more positively
• In just three years, Andel went from being a new brand to having the best image among all Danish energy companies
"You can't always out-argue a sceptic. In our case, we found that the best counterargument was a good night's sleep."
Robert/Boisen + Like-minded is an award-winning creative consultancy based in Copenhagen, recognised for delivering bold, insight-driven ideas that create measurable impact. Twice ranked among the world’s top 10 independent agencies for driving measurable change, Robert/Boisen+Like–Minded helps leading international companies shift perceptions, spark action, move culture forward, accelerate brand growth, and unleash untapped business potential - turning strategic creativity into business results.