Muskelsvindfonden (The Muscular Dystrophy Foundation) asked us to help communicate a simple but extremely important message: our society should have room for everyone, regardless of how they look. The campaign had to go beyond muscular dystrophy and address the culture of perfection, which permeates all aspects of our society, without pointing fingers.
To put perfection on the agenda, we decided to redefine the word itself with a small but well-placed typo. “Pærfekt” was first launched in 2019 at the Danish democracy festival, Folkemødet with a “Gin and Croquis” event. Here, guests had the chance to draw perfectly imperfect naked people while enjoying gin distilled using discarded botanicals like crooked cucumbers.