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Lucky Generals' debut work for the Co-op brings together its food, insurance and funeralcare businesses for the first time.

The campaign is based around increasing awareness of Co-op’s business model and the way it channels funds back into the communities in which it operates. Each of the initial three spots features seemingly incongruous scenes merging into each other, juxtaposing snapshots of Co-op customers with images of the causes the business supports through its Local Community Fund. The launch ads were directed by Nicolai Fuglsig through MJZ.