Cases
CARLSBERG HUMLE
GREENEST BILLBOARDS? PROBABLY
Nobody turns their head for a billboard. But, when you speak to the climate-crazed culture we live in, you naturally grow a lot of attention.
Copenhageners drink a lot of beer, but have never seen hops. They don’t even know it’s a plant. So we set out to connect the beer, with the beautiful wild plant.
Execution
Together with Carlsberg we chose 3 of the most frequented places in Copenhagen as our locations (Nørreport, Dronning Louises Bridge and The Meatpacking District).
By juxtaposing wild plants with concrete jungle landscapes, we created the greenest billboards the city has ever seen. Probably.
We treated it as an art installation by Carlsberg. A head turning, visual stunning piece, with an accompanying “museum label” that provided the needed information.
Results
40.000 people crosses Dronning Louises Bridge everyday. It lived for 3 days.
4.000 people hang out in the Meatpacking District everyday. It lived for 4 days.
250.000 uses Nørrebro Station everyday. It lived for 2 days.
With a media spend of 0 kr. we impacted thousands of people that took time out of their busy everyday lives to see, touch and smell the wild plant.
We strongly believe that using your senses creates everlasting memories – seeing, touching and smelling the hops will make you remember forever. It might even make the beer taste better, when you’ve made the connection.
Want to know more? Contact us at hello@butteragency.dk
MOM GIN
GIN CARE
Can you catch the eye of 25-35-year-old women?
Being a new brand, in a brand-new pink gin category, we both had to find the target market and introduce our target group to – MOM Gin – a sassy-branded, black and pink-bottled, quality pink gin.
In all aspects of life, our customers were influenced by skin-, and beauty advice – E.g. they buy low calorie drinks when they go out, like Skinny Bitch. Luckily, MOM Gin is made on Juniper berries, a superfood that is good for both body and skin. And voilà, a perfect match.
Execution
Together with MOM Gin, we created – GinCare – a skin, beauty universe that inspires women to up their drinking routine.
Building brand awareness with an eye catching supermodel, cinemagraph, social media campaign – that, at first glance, looks like a skincare ad – but leads you to low calorie GinCare recipes, with quality mixers and MOM Gin.
Results
Standing out from all other alcohol brands on Instagram, and on all the alcohols on the aisle, we reached our targets in fashion. Plus some surprising organic shares from huge influencers, who just loved our visual universe and witty gincare wordplay.
Want to know more? Contact us at hello@butteragency.dk
FAXE KONDI BOOSTER BLACK
NU FOR ALTID
Faxe Kondi Booster wanted to build an energy-drink brand cool enough to “own” the night. There are certain reasons why the target group choose to spend the many dark hours in the nightclub. If we were to boil it down, much of it comes down to freedom and desire. So how do we accommodate the need for freedom and desire? – We evolve the brand into everything you could ever dream of at 2.00 am. No need to fool ourselves – it’s not an easy task we set out to do.
To succeed we created the following: A new brandplatform and CVI, giving the brand the right DNA and look and feel. Followed by a creative universe “Nu For Altid”. And last but not least a brand playbook used by the key account managers and directors at Royal Unibrew.
Execution
We used the above to create the campaign NU FOR ALTID. A merry-go-round of multiple feelings we could disperse at any moment to maintain the illusion of a never-ending night at the club. The clock is always 2.00 am when Faxe Kondi Booster Black is near.
We composed a song with the Shepard’s Tone. An illusion that makes it impossible for the human ear to tell when a sequence of sound is ending or starting. To accompany that, we created a true-life video of a night out in Copenhagen – when played on Instagram for promotional use, it intensifies the never-ending feeling by utilizing the way media plays back on Instagram. The result is an endless video and song.
For both internal and external use, we made some major changes. We re-designed the logo for print and online use, created a whole series of promotional material and an internal line of clothing for all Faxe Kondi Booster Black representers to sport.
More than that we created a manifest video with a whole new tone-of-voice for the brand to follow for ages. An eternal reminder of the new no-bullshit-attitude of the brand.
Results
Faxe Kondi Booster Black is now to be found at many of the biggest and most influential nightclubs in Denmark as the only energy drink available.
They call it their Trojan horse.
Want to know more? Contact us at hello@butteragency.dk
Alkohol Partnerskabet
Fastland
The Alcohol Partnership came to us because they had seen our DoomRoom case for I AM VODKA. 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.
Execution
Together with Alkoholpartnerskabet, 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.
Results
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
Want to know more? Contact us at hello@butteragency.dk
Arnbitter
Bevar Bodegaerne
Instead of creating ads, create culture.
Being a smaller Danish bitter, competeting with bigger and more recognized global brands, we had to differentiate ourselves by knowing our target group better and creating something they truly cared for.
Knowing potential Arnbitter-drinkers, we knew that all of them – 100% – supports bodega culture. Knowing our time, we knew that gentrification is closing bodegas all over Denmark. Deleting our history and culture, one bodega at at time.
Execution
Together with Arnbitter, we established BEVAR BODEGAERNE, a movement that celebrates the beauty of bodegas, tell their stories and fight for their existence. We created an Instagram account and a Podcast, where 3 Arnbitter-drinking, bodega-lovin’ historians visits Danish bodegas.
Results
We have gotten nothing but love, likes, listeners and followers.
Our very first Bevar Bodeagerne IG-post got 200% more Likes than any of Arnbitter’s previous posts. We dobbelt the following in a matter of weeks. Our engagement-level is validated by super looong comments. Bodegas repost us, or ask us to visit, histories share stories with us, and photographers ask to participate.
Everyone thanks Arnbitter for establishing BEVAR BODEGAERNE. Because, no Arnbitter without bodegas and no bodega without Arnbitter. From now on it’s a Danish tradition to drink Arnbitter at Danish bodegas.
Listen to Bevar Bodegaerne HERE
Check our instagram HERE
Wanna know more? Contact us at hello@butteragency.dk
7-Eleven
TORBENS FØDSELSDAG
When you interact with millions of customers everyday, it’s important to know how they think, behave and what they like or dislike – especially when you are 7-Eleven.
Together we rethought internal communication and education material by writing, directing and producing a short film based on their customer insights.
Execution
The customer insights where key, and came from a comprehensive segment study.
By analyzing them we developed a narrative revolving around 4 main characters that later translated into 4 danish actors starring in our short film; ‘Torben’s Fødselsdag’. The movie primarily takes place in a car going from Copenhagen to a rural town in Jutland, where 7-Eleven is the hero that saves the day.
Results
With an entertaining, yet educational short film, we gained great attention and enthusiasms from the staff at 7-Eleven. By giving them a medium with characters they could understand and relate to, it made them more confident in giving the best service possible to future customers – ultimately creating more sales.
Unfortunately we cannot show it here as it is for internal use only – but feel free to contact us if you would like to see the video.
Want to know more? Contact us at hello@butteragency.dk
I AM Vodka
The DoomRoom
We aimed to prove that a night out with I AM Vodka is the craziest night out ever, a night to remember. And prove it to an exclusive group of mavericks who have seen everything before, many times.
The catch is, they didn’t even know I AM Vodka existed.
Execution
Imagine this: an oracle welcomes you, blindfolds you, and when you open your eyes, you got a bloody heart in your hands, you realize, you’re not yourself anymore, you’re a hunter who just killed a deer. Your realitis continue to change, now you’re dead, now you’re reborn… In the end you find yourself at an ‘afterlife party’ at Denmark’s most fashionable nightclub, Chateau Motel – ’you’, and a 1000 others, have disappeared into oblivion.
The experience was a mix of Virtual Reality, I AM Vodka, acting, reality, and something even more real than real.
Results
We had 40 sold out exhibitions with paying guests. The experience became the talk of the town. The mavericks who were lucky enough to get in, got an experience of a nighttime. Everyone else, wished they’d been there.
We got rave reviews for newspapers, lucky enough to get in: Information, Politiken and Weekendavisen and many more.
“Doom Room is a sensuous and surreal experience that leaves you with food for thought.”
To us, Doom Room proved two things: Rather than trying to do something for everybody, do something truly amazing for the few. And also, If you go the extra mile, they will remember.
THIS WILL NOT BE FORGOTTEN.
Virtual Reality production by Makropol.
Want to know more? Contact us at hello@butteragency.dk
PUMA
Enfant terrible press days
With Puma’s unique brand in mind the mission was to PR the shit out of Puma’s great, new sport- and lifestyle collection. We made sure that the press never knew what they were getting themselves into, when they said yes to a Puma invitation.
Execution
Being the unpredictable “enfant terrible” – we created some unpredictable “Press Days” that felt much faster than any of our competitors’.
Instead of coming to them, like everyone else, we invited the press to come to us on the streets of CPH, where real people live, and where the collection could breath.
Instead of showcasing the Puma collection on lifeless mannequins, it was worn by local skaters and chess players – it’s a sport- lifestyle collection, remember!
Instead of spending big money on getting our products into the press, we gave the collection to a bunch of enfants terribles who wore it everywhere, including on SoMe.
Results
We gave the press something exciting to write about, providing more than 40 news articles in Denmark’s biggest lifestyle magazines, as well as provide coverage on influential ambassadors social media channels, reaching thousands.
Want to know more? Contact us at hello@butteragency.dk
KRUG Champagne
An Extraordinary Match
We were already gifted a unique partnership between one of the best champagnes, Krug, and one of the best chefs, Noma’s Torsten Vildgaard – all we had to do was to showcase how the pairing could play together. So we made a symphony.
Execution
Instead of doing a boring “profile piece” about a michelin star chef who talks about the importance of pairing great food with champagne, we showed it. ‘An Extraordinary Match’ was an aesthetic and modern perspective on what music, food and champagne could achieve together – a symphony of senses.
The video was linked to a microsite from where you could dive deeper into the project, buy a special made New Year’s menu directly orchestrated by the Michelin Star chef, Torsten Vildgaard, as well as download a New Year’s eve music mix for your own dinner. All of it reflecting the exclusivity and poise of a world-class brand and product.
Results
The best performing video on Krug’s international FB, ever.
+1.500.000 social reaches
+700.00 DKK in PR Value
With An Extraordinary Match, we created a new type of content – more bold and beautiful.
Want to know more? Contact us at hello@butteragency.dk
BUTTER AGENCY
UBESVARET OPKALD
Podcasts, podcasts, podcasts. It’s the medium everyone is trying to master these days – why? Because it fits so well into our busy lives. Most of us don’t have the time to relax for hours in front of a television anymore, but we are always running around with earbuds in, constantly looking like we are making deals left and right. So those earbuds might as well be blasting podcasts, which in most cases they are.
Our concept is based upon something we all experienced growing up – a lot of unanswered calls from grown ups. To answer these calls, we gathered a rotating team consisting of 3 young, wise influencers- or artist and one great host. In the span of an hour, they answer all sorts of unanswered calls, consisting of a wide array of questions, big or small.
The title ‘Ubesvaret Opkald’ means unanswered call.
Execution
The recipe is simple: One fantastic host, three wise young influencers- or artists and 4 microphones. Season it with big and small questions from a lot of unanswered calls and you got yourself a #1 podcast.
Results
Within 24 hours we reached the #1 spot on the Danish Itunes Store. This proves once again that you don’t talk to young people – you talk with them. And listen carefully, they are wiser than you think.
Listen to Ubesvaret Opkald all episodes HERE
Check our instagram HERE
Want to know more? Contact us at hello@butteragency.dk
