Overnight, two of Copenhagen’s most iconic landmarks, the Statue of Absalon and Christian X, seemed to magically levitate before thousands of Copenhageners. Little did they know, this marked the beginning of Copenhagen’s descent into the world of illusion.
Museum of Illusions (MOI), one of the world’s fastest-growing edutainment experiences, was set to make its grand entrance in Copenhagen, and InBold was brought in to help introduce the brand in a way that stayed true to its DNA. The goal wasn’t just to launch a museum, but to challenge perception through unexpected, illusion-driven activations that left the city questioning what was real.
Our initial brief was to generate buzz ahead of the opening of the Museum of Illusions in Copenhagen, which is also the flagship Museum of Europe, while keeping the experience under wraps for the grand reveal.
But how do you introduce an experience built on illusion and play in a market where entertainment is expected to be intelligent, authentic, and genuinely meaningful?
To stand out, MOI could not just simply announce its arrival. The launch itself had to:
“Something Amazing is Coming” was introduced as the campaign’s strategic teaser message, included in almost every activity to deliver MOI’s core promise of wonder and curiosity, while subtly building anticipation for the opening of MOI Copenhagen without revealing the experience too soon.
To give the Danes a little taste of what to expect when visiting Museum of Illusion, we brought the Museum’s tools into the streets of Copenhagen to create an unforgettable spectacle that felt impossible, yet undeniably real.
Ahead of the grand opening, the InBold team worked closely with MOI to prepare for the act.
On the day of the illusion, we cast a spell on the statues of Christian X and Absalon to the city’s great surprise.
With the help of a special photographic technique and the Vortex Optics Rabbit Hole, a part of these iconic landmarks appeared to disappear, creating the illusions that they were floating in front of the viewer.
We designed and distributed the Mystic Map across cafés and hotels throughout the city. Each featured a physical map to the illusion sites, and a QR-linked digital version.
By following the Mystic Map, audiences were led to where the magic would happen.
Our integrated approach proved highly effective in saturating the Danish market, securing 24 press clippings and a 388% influencer reach rate, contributing to a monthly reach of 21.1 million. Seems like an illusion, we know!
We distributed the exclusive “Mystic Map” kits to selected creators, leading them to the sites of illusion and turning the campaign into a city-wide treasure hunt.
As they captured the impossible sight, they engaged their followers in speculating how the trick was done, leaving the audiences in absolute awe!
This early content strategy ensured that when the doors are finally opened, social media was already flooded with authentic and visually stunning endorsements of the Museum.
To sustain this momentum, we invited these creators to visit the Museum ahead of the official VIP launch. This gave them access to experience the Museum’s universe of illusion, creativity, and fun without the crowds.
We worked closely with the MOI team to invite key figures from across the industry – including influencers, Danish artists, dancers, TV personalities, and politicians – to the exclusive VIP launch event, using a cryptic invitation rooted in the Museum’s DNA.
The VIP opening welcomed over 170 guests, with an average visit time of two hours. Rather than a passive event, the evening became a social playground filled with conversations, spontaneous interactions, and content moments – naturally inspiring guests to share the experience through MOI’s universe and tags.
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