Insight
The Carpe Diem tattoo was one of the defining mantras of the early 2000s. A promise to seize the day. Today, that same generation, now in their 40s, has grown distant from both the tattoo and the mindset. The mantra has lost its value, the tattoos are being lasered off, and many in this group find themselves in life’s “middle-zone,” where time and joy often feel in short supply.

Idea
The idea of seizing the day is exactly what Gröna Lund stands for, offering a chance to feel joy, presence and a pulse of pure now. By bringing back the Carpe Diem mantra and turning the iconic tattoo into a ticket to the park, anyone with a Carpe Diem tattoo received free admission and unlimited rides all summer.

Results
The campaign exploded on social media, generating over 300,000 engagements. It quickly became a national talking point, covered by major news outlets and top Swedish podcasts, and ranked as Expressen’s third most-read story of the year. The cultural impact followed fast, with tattoo studios launching Carpe Diem offers, Trädgården hosting a Carpe Diem night with free tattoos, and more than 100 new tattoos inked across Stockholm. At the park, 1,622 visitors arrived with Carpe Diem tattoos, driving a 19% increase in visit intention and over $2M in earned PR value.