To show that Irma is the organic pioneer among Danish supermarkets we did two campaigns. Only one of them was about urine.
For the Culture Night 2016 in Copenhagen, Irma wanted to raise awareness about how organic they were compared to their competitors. But, what the visitors wanted the most was a toilet. We solved both problems, and set up toilets that measured how organic you were.
The event was shortlisted for Creative Circle Award 2017
To show that Irma goes further, we brought organic farming into the inner-city of Copenhagen one early Saturday morning. We surprised Copenhageners by turning a classic Copenhagen courtyard into an organic farm with farm animals, mini crop fields and fruit trees. We also installed an old-school apple-press to make 100% fresh and organic apple juice and invited everyone to enjoy a delicious organic breakfast together with their neighbours and friends.
The event was shortlisted for Creative Circle Award 2017.