Lu's idea portfolio​

Denmark is known for its tranquil, clean and organized society, but don’t be fooled, on weekends they like to let loose. Especially the youth. And this can be reflected in the state of their streets. 

Biking in the city of Copenhagen is almost as essential as water is to fish. Yes, you can walk, drive or go by public transport but it can be argued that if you don’t bike, you aren’t living the true Danish experience. 

As a foreigner who is new to the Danish streets and to biking, I’ve noticed some similarities with the bike lanes of Copenhagen and the notorious videogame, Mario Kart. 

It first began when I had the miraculous occurrence of having wind going in my direction, not against. The wind boosted me like the toad power ups in Mario Kart.

Another unforeseeable weather event while biking was when it suddenly started pouring rain. It didn’t only make me wet but as the water kept getting in my eyes, it prohibited me from seeing the road properly. Kind of like the ghost power up that caused ink to cover the players’ screen in Mario Kart.

Then, I continuously noticed shattered glass on the streets. My first thought was: I have to avoid this at all costs, if not my tires will not survive. But this thought felt oddly familiar, awakening memories of the game. Like the banana peels and shells in Mario Kart, that when interacting with the characters would cause them to lose speed and stability. 

All of those similarities between biking in the Copenhagen streets and the iconic video game, helped me arrive at a campaign idea for the Copenhagen municipality. 

Speaking to Danish people and also gaging the reality first-hand, broken glass has become a serious issue. Drunks have developed a liking for glass-bottle-breaking. But this terrible habit can be stopped, _or at least decreased.

The campaign would center on showing the similarities between the obstacles in the game to the ones in real life. By referencing a famous game that most people love, the municipality could deliver a message that specifically resonates with the target audience —teenagers and young adults. Due to its unexpected ties with the videogame, it would create a lasting impression and cement itself on the minds’ of the audience. 

The copy of the ad could be: “Life is not a game, let’s keep the city clean.”