Creative strategist/founding partner Nicolai Stahl from Hjaltelin Stahl, part of Accenture Interactive, showcases work that shows the Danish creative community’s talent for playfulness and relevance
I think these projects show a broad variety of fine ideas that use technology in a tangible and crystal-clear way to communicate, and / or insightfully respond to (Western world) life in general. They take 'advertising' to a more fun, less annoying and relevant level, playing with media and occasions as it should with an eye for cultural tensions. And as always, they were made on relatively low budgets which is the hallmark of Denmark with its tiny population of 5.5 million people.
DDR Museum - 'teAR Down This Wall'
Agency: VICE / Virtue
One case from Denmark this year is impossible to avoid - teAR Down This Wall for the DDR Museum in Berlin, made by our friends at Vice/Virtue. This is a great example of how existing technology can be used in new and clever ways to highlight a cause and in this case as a learning tool for the younger generations who might not feel the historic weight of the Berlin wall and therefore are reluctant to learn about it.
Burger King - 'Whopper Reply'
Agency: Uncle Grey, Copenhagen
For years, Burger King has been trolling McDonald’s and sometimes that has led to great campaigns. This hilarious initiative really follows through on that premise. It’s actually a small social media idea, but a clever fun one. Hmmm...making fun of other brands or people is uncool, but in this case you don’t mind as it was well spotted by the agency that McDonald’s left people hanging on Facebook.
Danish Crown - 'The Big Danish Bacon Pre-Roll'
Agency: Hjaltelin Stahl, part of Accenture Interactive
From our own office I would like to select The Big Danish Bacon Pre-Roll. The brief was kind of complex as we had to target chefs and food professionals in the UK to inform them of Danish quality meat. For years the Danes have been known for the best bacon, but that image has faded over the years and we wanted to bring that back. But instead of just creating a narrative about the best bacon we tapped into an insight or debate that chefs have about when a piece of bacon is most perfectly cooked. This led to the idea of playing around pre-rolls and the skip button, to see how long we could actually get people to watch this content. We worked with the internet meme ‘Oddly Satisfying’ that is simply videos of things that are satisfying to look at. Luckily it paid off and the time spent with our brand exceeded all our expectations.
IKEA - 'Next Stop: IKEA'
Art directors / copywriters: Louise Lindholm and Nicoline Grace Paulsen
Photographers: Nanna Ferslev and Anne-Sophie Hartmann
The IKEA bag is such an iconic product and I don’t think there’s a single family in Denmark, that hasn’t got one laying around somewhere. Previously it has been used in their advertising to state a message and in this case it’s about durability. It’s actually a school project but as far as I know this ran for real and it’s such a clever and simple way to illustrate the durability of the bag.
Waoo - 'A New Year’s Tale'
Agency: Worth Your While
PR: Fuse Communication
Waoo is a Danish internet and TV provider. After working for years with brands within this industry I understand people’s relationship with the brands, that it is all about how much data they can get for as little money as possible, and they tend to forget the more emotional values an internet provider can bring to the table. I think this demonstrates this really well, by showing the power of TV to be more than just a source of entertainment, by doing something meaningful, if only for one night.