KØ-BAJEREN
Context: When going clubbing in, Denmark it's very common to drink a beer in the line.
Problem: Nightclubs in Copenhagen reject minorities based on their gender, sexuality, ethnicity, etc., but justify the rejection with other excuses such as choice of clothing. There is a bystander effect in the queue because people are afraid to be rejected and get their night ruined too.
Insight: The most uncomfortable aspect of being rejected, is the lack of response and silence from other people in the queue.
Idea: A campaign, using the beer can as the medium. Handing out line pints (kø-bajere) outside nightclubs on a Friday evening. Hidden under the label of the pint, is a message encouraging people to take action and speak up, if they witness or experience discrimination in the nightlife.
Award: Kravling 2024 shortlist
"Sorry, not with those sneakers"
"Probably should've worn another jacket"
"Your outfit is too street"
The QR-code on the label leads to a webpage, where it is possible to read about discrimination, report incidents.
Had fun making the project with Victoria Mølle Hale, Mikkel Skrøder-Christensen & Frida Snekkerup