Swedish soda brand Trocadero has a concept called 'Why Not', which captures the essence of encouraging people to think outside the box, trust their gut feeling and do things differently.

For the launch of their take on a seasonal drink, Trocamust, we decided to roll out a Christmas calendar in October, because, why not? We created Gulkalendern: an advent calendar without rules and teamed up with TikTok creator Fabian Svorono. Every day for a month, he embraced the unexpected and did the wildest things he could think of, all in true Why not? spirit. The campaign resulted in over 100 unique pieces of content and could be seen in social media feeds, on Times square and even in outer space.