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Web Film/Experiential
Meqqusaalik: Now Protecting in Denmark
Greenlandic outdoor brand combines history with technology
The people of Greenland used to sew amulets into their jackets to keep evil spirits away. Now, the outdoor brand Mequusaalik is reinventing the use of spiritual amulets. The spirits The word for it is Sila meaning “what’s out there.” In former times, belief in spirits and witchcraft was well-rooted in the Inuit people. Imagine being a hunter or fisherman back in the days in Greenland, with rough nature and extreme weather conditions. The people of Greenland needed protection – in more than one sense, from the spirits of nature. And they still do. To protect fishermen and hunters from “what’s out there,” the brand decided to take inspiration from old amulets and modern design and create a new product – an armor for mind and care. This became the main focus for the DK launch. And now Meqqusaalik also protects in Denmark.
Creative: Ulik Kepinski Rode |
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