Moove – a Danish app-driven taxi service – has been on the market for 2 years. When first launched they were the first to offer fixed prices for the taxi rides, but since the launch all competitors have adapted this price structure. So Moove needed a branding campaign that made them stand out from other taxi companies. This focus point became relaxation as this is the main benefit of driving without a taximeter. When you ride on the meter then you spend time looking at the cost of the running meter instead of relaxing and enjoying the service you bought. To underline this point NORD DDB took relaxtion to the extreme to show that no matter how you like to relax, it’s always a nice feeling.