At the end of the year an exciting project get started, when Jesper Jørgen Hansen, Head of Programme at the 3 years BA in Creative Communication at DMJX, the Danish School for Media and Journalism, asked for a cooperation between ETIKET and the students in his class of 24-27. In the course Creative Writing the task was to create a copy driven ad for the shop, fictitiously meant for the printed edition of the Danish newspaper Politiken, more precisely for Politiken Design, a supplement published 4 times a year.
Why did you choose my store, Jesper?
This exercise is about telling relatable stories. I look for companies with a heart and soul and a story to tell. We’ve been working with the organic wine company Rosforth & Rosforth, the classical bookbinder Klara K, the organic store Byens Landhandel, the funky café La Banchina amongst others. This year I dropped by to talk to Anja, inspired by the vibe from ETIKET’s shop window. Anja’s vibe was just as I had imagined. The students ended up visiting the shop to hear Anja’s story and feel the atmosphere. Then they went back to the school to write an ad. I know more than one student ended up with products from ETIKET under the Christmas tree either as gifts for themselves or for loved ones. Because as one of the students said after the visit: “It’s one of those shops where you basically just want one of each item”. Thank you for your time and kindness, Anja. My daughter is already out of that purple tape, we bought, so I’ll drop by soon.
I got a bundle of brillant ideas and was touched by the warmth and empathy of the texts. They were surprising, inspiring and very creative.
Here are just a few, I hope you enjoy them in the same way I did.
(The texts are written by Simon Cordes, Nikolaj Riemann and Flora Schmelling in this order)
