Hi! Come a bit closer…

…there we are!
I’m a strategically minded copywriter and concept developer with more than 10 years of experience from both agency and NGO environments.
For the past 2.5 years at Kunde & Co, I’ve helped create and execute branding projects for some of Denmark’s largest companies -always driven by insight, creativity, and clear communication.
Before that, I worked as Lead Creative at WWF, where I learned to blend storytelling with fundraising and engagement.
I thrive at the intersection of strategy and ideas - and I believe that collaboration and good energy are the driving force behind the best solutions.
But just as important: I’m someone people enjoy working with, and I love helping others shine.

What can she do?

Creative Strategy

Creativity needs direction. I help brands translate their goals into creative strategy - so we know why we speak, who we speak to, and how we stand out.

Concept Development

I develop concepts that bridge the gap between strategy and execution - and that can unfold across everything from large campaigns to the small but important touchpoints.

Copy

I love bringing strategy and creativity together in the writing. I craft everything from campaign copy to catchy CTAs - and always find the tone that fits the brand.

What has she done?

Føtex x Tjele Gods

I created the concept and copy for føtex’s new organic range from Tjele Gods. With strict rules around organic communication, the challenge was to let Tjele’s extra dedication shine through - without overselling it. “Rendyrket Økologi” became the solution: a credible, grounded and modern universe brought to life across campaign, in-store and packaging.

DOVIDA

Dovida - formerly Home Instead - needed a new name, a new identity and a story that could unite multiple markets while expressing their dedication to personal senior care.

My role was to define and shape their tone of voice: warm, confident, respectful and rooted in the idea of dignity in every stage of life.

From the early strategic thinking to the copy foundation behind Your Life, Your Way, I helped build the linguistic universe that carries Dovida’s mission across markets and touchpoints.

A rebrand built on empowerment, care and dignity - reflecting the standard of care they deliver.

WWF DK

The challenge was to raise awareness about the world’s wild tigers, many of which are caught in snares - a growing threat WWF is fighting to stop.

The idea was simple and bold: show a public figure with tiger-like qualities, photographed in a real snare from the wild. Trine embodied that duality - strong/vulnerable, beautiful/dangerous - and by pure luck she walked past me at the lakes just as I was sitting there with a cappuccino, wondering how on earth I’d ever reach her. I took the chance and asked. She said yes. And the campaign ended up making a real difference for the world’s wild tigers.

The image could only have been captured by the legendary Marie Hald.

DUREX

Durex wanted to translate their brand into a Scandinavian context after struggling to gain traction in markets like Denmark.

In a close partnership with an AD, we developed a creative direction that strengthened the brand’s presence in Scandinavia while giving the tagline more meaning and relevance.

The rollout included both OOH and digital executions, placed strategically throughout the city.

Braskem

Braskem wanted a brand universe and campaign that dared to challenge conventional thinking while clearly explaining what bio-based plastic can actually do. All in a tone closer to a cheeky startup than a global materials producer.

The result was a concept that makes plant-based plastic tangible, understandable and genuinely appealing. With bold colours, confident statements like “You can only use bio-based plastic for everything ”.

The campaign shows that you don’t always need to dig for new solutions - sometimes you can grow them instead - and it sparked excitement both externally and internally.

WWF DK

I developed the idea and concept for WWF’s campaign encouraging Danes to report hedgehog sightings — helping protect a threatened species in decline.

The campaign struck a nerve, broke through in national media and became so popular that even the Prime Minister mentioned the hedgehog count in her New Year’s speech.

A simple idea with big impact — and proof of how creative communication can mobilise an entire country around nature and biodiversity.

Topsoe

“Where do you go to make energy transition? You go to Topsoe” was the answer to Topsoe’s ambition to create impactful employer branding. The creative narrative placed employees’ own voices at the heart of the campaign.

With a sharp tone, a clear concept and copy that tightly links the employer brand to Topsoe’s mission, we made the energy transition feel personal and meaningful.

The campaign rolled out as an always-on platform, where authentic stories from engineers and specialists attract the talent eager to make a real difference.