"After a century of success in Europe, Danish clogmaker Sanita introduced their shoes to the US market and, minus a marketing campaign, landed with a resounding thud. After researching this venerable brand, we felt that the story of Sanita could best be summed up in a single Danish word: hygge (pronounced hue-guh). Loosely translated, hygge means "making everything cozy" and it's a big part of life in Denmark. With a local Copenhagen photographer, we took a series of portraits of comfy Danes in classically Scandinavian settings, then paired them with hygge-infused headlines across print ads, posters, bags and consumer and trade brochures. Sales of the newly reintroduced brand spiked 639 percent."