Respect the Water

"Respect the Water" (Respekt for vand) is a long-running campaign by TrygFonden, dedicated to promoting water safety and awareness in Denmark — a country where you are never far from water. For nearly 20 years, the campaign has worked to strengthen water skills and encourage safe interaction with water. I was responsible for creative direction, branding, and photography art direction for the campaign.

CREATIVE DIRECTION
BRANDING
PHOTOGRAPHY

BRAND

The campaign’s visual identity was designed to create a sense of joy, safety, and connection between people and water. The logo features soft watercolor textures and a calm blue palette, evoking the fluidity of water and complementing TrygFonden’s brand.

PHOTOGRAPHY

I concepted and art directed a photoshoot that featured ordinary people in relatable water situations, captured to highlight both joy and safety. The photographs create a vivid sense of being immersed in water and were central to the campaign’s visual storytelling.

Photography by Henrik Sørensen.

CAMPAIGN

Through the photoshoot and final designs, we created the illusion of a swimming pool in unexpected places, such as metro stations and public streets. The campaign aimed to raise awareness of water safety while encouraging Danes to engage confidently and safely with water.