Don’t Worry, Be Hoppy

The client

Mikkeller is the Copenhagen craft brewery founded in 2006, known for experimentation, collaborations and a brand world as playful as it is precise. Its identity is tied to the illustration universe of artist Keith Shore — and to two beloved characters, Henry & Sally.

The idea

Nobody commissioned it. Eduardo walked into Mikkeller with an idea for a spring–summer campaign about the good side of the season in Copenhagen, when the light softens and the city breathes. Mikkeller listened, stayed curious, and let him in.

The message is one line: don’t get stuck on the small things. The vehicle is a small twist on a classic — “Don’t Worry, Be Happy” became “Don’t Worry, Be Hoppy” — connecting mood and product without feeling like an ad.

How it was made

Henry & Sally left the labels: the huge costumes went out into the streets, and the city became the set. Two friendly mascots walking through real life, reminding everyone to relax.

• Concept and script direction

• Planning and on-location shooting around Copenhagen

• Edit and pacing, built for attention rather than for polish

• Coordination with the audio team: voices, music, mix

It was shot on iPhone, and the slightly imperfect texture — a dirty lens included — was kept on purpose. It keeps the spot human and warm.

The result

A proactive, slightly crazy, carefully directed piece: a new story inside a brand world that was already strong, told with respect for it.

Credits

Creative direction — Eduardo Pellegrino

Voice (Sally) — Sara

Voice (Henry) — Nico

Audio mix — Stefano

Costume support — Rebecca

Cast — Giacomo (angry bike rider)

Traffic coordination — Samantha

Thanks — the Mikkeller team, and the Copenhagen sun