Goodmorning was invited to participate in a 24 hour design marathon hosted by the Danish Design Center called; SMART use of ENERGY. Along with esteemed colleagues from 1508, Harrit&Sørensen & DesignIt - we were asked to deliver our conceptual and communicative take on electric cars and wind energy.

The Challenges
The given tasks were produced by bigwigs such as the Danish Climate Minister Connie Hedegaard and the CEO´s of Danish Energy, Better Place and Vestas. Tasks that:
1) … dealt with the communicative part of the issue: How to make the general public LOVE and embrace the notion of the electric cars.
2) …took on the overall problem; How to make the Danes BUY electric cars by improving the product, the infrastructure and the services.
3) …demanded input on the issues concerning wind energy.

And let´s just make it very clear; 24 hours is not a whole lot of time. The tasks needed hours of briefing, debating, drawing, brainstorming, input from users, frustration, moments of clarity and yes, coffee.

Start over again
All part of the process which resulted in a concept that answered all the given tasks, were informative, professional and … a bit predictable. It just didn´t feel right – so the concept was abandoned at the 11th hour.

The solution. The law
Instead we boiled the challenges down to a much more conceptual, communicative and simple solution that would provoke and grab the spectator - make them reflect on the overall message and create a debate. And what better way than by proclaiming new restrictive laws! Laws that intervene with the citizens individual freedom connotes to negativity and always creates a commotion.
However, when the initial furore has settled down the advantages emerge. Can you even remember the time when you could smoke everywhere or drive without a safety belt?

This is a schism that we have tried to illustrate in our concept by inventing a new provocative law as a way to bring matters to a head. The concept also points out all the positive elements a law like this could entail.

The fruit of our hard labour was exhibited at the DDC and the minister herself dropped by for a quick talk about the thoughts behind the presentations.