Cases

Ubesvaret Opkald

Power to the youngin’

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

7-Eleven

Getting to know the customers

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).

Alkohol Partnerskabet

Fastland

The goal was to get the Danish youth to reconsider 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 don’t listen. Don’t teach them about the risks of drinking – 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

I AM rosé

Rosé over bitches

Both men and women spend their summer days drinking rosé, but the truth is, men find it feminine (for a lack of a better word). With that in mind, we knew we wanted to create a rosé that men would order with pride. Launching I AM’s new rosé wine in an overpopulated market, where non really stood out.

Our execution

By juxtaposing feminine elegance with ballsy statements, we created an identity so big, bold and loud – it spoke men (and women). We didn’t go small, we went bigger than big, with the biggest billboard in Copenhagen – another statement. 

We didn’t stop there… Statement-hoodies were designed, and only handed out to a select few (Mads Mikkelsen, Casper Christensen and Pilou Asbæk – just to namedrop some of them), sparking a frenzy in the streets of CPH and on Instagram.

Results

In the summer of ’16, I Am Rosé was everywhere. We exposed the brand to millions of Danes on social media and outside in summer sun, making I AM Rosé a go-to for go-getters – men (and women). The campaign reached more than 3.1 million people, creating loyal fans locally and across the globe.

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 don’t even know I AM Vodka exists.

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.

Foreningen for skånsomt kystfiskeri

Fiskival

The Association for Environmental Friendly Coastal Fishing came to Butter with the task of making an effort to focus on environmental friendly caught fish. The initiative needed to inform about the upcoming government funded initiative for environmentally friendly caught fish, and at the same time possess entertainment elements.

Execution

Butter developed an experience-oriented event, with focus on fish and fishing methods. We held the event at Torvehallerne in Copenhagen, where during the day there were about 13,000 visitors.
Collaborating with Den Blå Planet (Denmark’s aquarium) and WWF, preparing educational and interacting entertainment elements, such as stirring pools with live fish, dissection of fish, as well as lots of stories and quizzes about Danish fishing and seabed.
The local fishermen provided a terrific fish auction and sale of tasting menues in collaboration with the Michelin restaurant Relæ.

Results

Fiskival event became a success, where both children and adults learned a lot, through entertainment and fun experiences, and where FSK got attention of the upcoming state label for gently caught coastal fishing.

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. 

I AM vodka

The Price of Being Me

The mission was to establish I AM Vodka on the Danish market as a challenger to other premium brands. We didn’t want to tell a story about being premium – premium, like perfection, is just a lie, an impossible-to-achieve retouched Instagram picture. Instead, we set out to tell a story about real people, with real problems. 

Execution

‘The Price of Being Me’ campaign became an ode to the outcasts of the world, the truly inspirational people we genuinely support. 

Imagine being trapped in a prison for life. Imagine it’s a prison of hair, flesh and bones. Mark Estephen was the prisoner, Sabel Gonzales, the jail-breaker.

We launched a video, created stories, a microsite and content to last, cementing the notion about what I AM Vodka actually stood for – Honesty to be yourself.

Results

When you challenge an established category from a fresh, new angle, you get a voice, and you’ll get people listening. I AM Vodka did all of that while telling purposeful stories. The campaign went viral, with 13 million media impressions – real stories cater to real people.

Røde kors

The One Million DKK Gala

Charity events are often considered too serious (it’s perfectly understable, as heartbreaking tragedies deserves to be taken seriously). But with the kids in mind, we decided to tone down the seriousness and turn up the playfulness. Together with The Red Cross Foundation, we invented a charity gala show, helping children in need around the world, with an aim of donating 1 million DKK in 1 single night. 

Execution

By leveraging our friends and colleagues, we brought together some of DKs biggest and most influential artists and entertainers – all willing chip in for the kids in need – some by performing, some hosting, and some by contributing to a star-spangled auction. Not to give anyone a guilty conscious, but to give everyone a good reason to give. 

Results

1 million 3 hundred thousand DKK was donated to the children in need, exceeding similar sized charity events as well as everyone’s expectation. The evening taught us, that people donate when they are given a reason to donate. That’s the honest truth. 

De Samvirkende Købmænd

Konflikt

The task was to educate De Samvirkende Købmænd’s younger employees on dealing with difficult customer interactions – AKA conflicts –  AKA, in Danish, Konflikt.  The focus was to create ‘edutainment’ – entertaining while educating.

Execution

Instead of telling the employees how to react in conflicts, we decided to help them understand the customers who creates them. Together with excellent director Stefan Pflug we created the series ‘Konflikt’. A dramatic and entertaining four episodes series – one for each of the situations the employees may face. 

Creating stories about real people that the employees could relate to, and understand. Empathy creates understanding, that leads to better customer interactions. (The videos are for internal use only – but you can check out the trailer here).

Results

The episodes are now being shown as ‘edutainmeint’ at more than 1.400 stores around Denmark, showing new- and old employees that you can resolve conflicts, if you just try to understand each other.