Design Denmark faced a challenge: connecting with a new generation of designers in a time when many young creatives avoided calling themselves “designers.” Many didn’t feel skilled enough to claim the title, or they felt their work wasn’t understood. As a result, they often described their roles vaguely, saying they did “something with marketing,” which stripped away the pride from their profession.

With the insight “It’s hard to be proud of something others don’t understand,” we developed a campaign to rebuild that pride and foster understanding. The campaign, “Har du tænkt over...”, positioned Design Denmark as the figure that showcased young designers to the world. By highlighting their work and emphasizing their contributions, Design Denmark became a partner that understood their struggles and was proud to share their stories.