Recognizing that Danes continue to shop for new items while still valuing sustainability, we saw an opportunity to highlight the benefits of second-hand goods. To emphasize this, we launched a campaign through the Ocean Outdoor Digital Creative Competition, using digital screens in shopping centers across Denmark. The campaign used a live algorithm to display real-time listings from DBA, showing shoppers second-hand alternatives to the new products they were browsing. This creative approach reminded consumers that "it pays off" to choose second-hand—benefiting both their wallets and the environment.