The Alcohol Partnership wanted to increase focus on young people’s drinking habits. We immediately made it very clear that we would not teach anyone about the dangerous risks of drinking, but we would love to get the Danish youth to be honest and talk about their drinking habits (Something that’s been tried many times, with not much to show for it).
To begin with: Do not tell our ad-allergic Gen-Z youth not to drink – they won’t listen. Don’t teach them about the dangers of alcohol – they already know and don’t care.
Together with the Alcohol Partnership we created – FASTLAND – an online fictional series made with them and for them, and without moralising one bit. It portrayed an unfiltered look into our Danish youth culture around and under the influence of alcohol – sparking an honest debate between them, about their own experiences, in their own words.
Afterwards, we teamed up with local schools and influencers to create, what came to be, ‘FASTLAND School Tour’. The debate was now brought local, in a nation wide fashion.
An immense media coverage from the Danish press, including a segment in Go’ Morgen Danmark – DKs highest rated morning show – and two reviews in Berlingske Tidende and Politiken, comparing FASTLAND to what is normally expected from Netflix, both in production and entertainment value.
And more importantly, the Danish youth watched and loved it, and we honestly hope, that they’ll continue to debate their drinking habits openly and unfiltered.
More than 500.000 organic views
More than 85% of the target group found FASTLAND relevant
More than 62% of the target group felt a direct correlation between their thoughts about alcohol and FASTLAND, after watching the series
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