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High Five: Denmark

High Five 412 Add to collection

Liberate's creative director Patrick Chan and inclusive strategist Niddal El-Jabri open up on five Danish projects that have blown them away in recent months

High Five: Denmark

As much as we are all about making the world just a little better every day through inclusive communication, we are still creatives at heart, in love with the idea that is simple, stupid, courageous, high on finesse and most of all fulfils its full potential. And when we come across great work, we always share it with each other, talk about it and...wonder why it wasn’t our idea, truth be told. So it’s very cool to have this opportunity, to do just that, and share some great Danish creativity with y'all...



Stryhns Gruppen x Børns Vilkår (Children's Aid) - 'Courage to Everyday Life'

Agency: Worth Your While
Production: Thirsty

First up, the people at Worth Your While have made a wonderfully clever and emotional film for Stryhns Gruppen and Børns Vilkår (Children’s Aid). The film is about the courage children put upon themselves when they have to reach out and ask for help - in this case, The Children’s Aid helpline. As a company, Stryhns is best known for producing the very Danish liver pate, an almost mandatory part of any Danish kid’s open sandwich lunch. The symbol of Stryhns, a medieval knight, is embedded in the protagonist as he summons the courage to take the steps necessary for his wellbeing. 'Courage for Everyday Life' is a collaboration between Stryhns Gruppen and Children’s Aid ensuring that their new initiative, a 24-hour telephone helpline, can stay open around the clock.



Arla Foods' Lurpak - 'Banana Cake Deserves Lurpak'



Everybody knows Lurpak, and not least the famous and traditional look of Lurpak wrapping, with the centre-placed logo stealing your first glance. But what if that first glance, when you pass the rather generic fridge full of butter, all of a sudden said 'pancakes' or 'banana cake' instead of Lurpak. That’s exactly what they did. On LinkedIn, a civil person posted a picture, having that moment in the supermarket following it up with the text: “There I am in Føtex about to buy butter for Belgian waffles - and Lurpak just asks to come home with me for waffles. That’s smart marketing. Simple. Funny. Different. Hats off to Arla Foods!” The post got more than 7,000 reactions. We don’t really need to say more about that one, the picture really does speak for itself.



Roccamore - 'All I Want for Christmas'

Agency: Staalby Solo
Photographer: Marie Hald


Roccamore, the high-heel shoe brand with a strong DNA for gender equality, has made that one campaign we wished we had come up with. Brilliant simple print ads that pull off the message. The genuine success of the campaign was achieved in the fact that Roccamore's LinkedIn and Twitter accounts were shut down and the owner was met with hate and resistance that in the end absolutely proves the challenges we have with gender equality.



TV2 - 'X-Factor Premiere'

Agency & Production: TV2 Creative

Having a dream of performing on stage in front of an audience is different from actually doing it. It takes years of hard work. But it all starts with a dream. In this cute film, we follow a dreamer from the moment he receives his first guitar to the moment he stands in front of X-factor’s panel of judges - all seen from the POV of the guitar. It plays on the feels, and you absolutely want this guy to advance to the next level. Good luck, Sir!



The Danish Health Authority - 'From Hesitance to Decision-Making'

Agency: Liberate.
Production: Octopuss

Covid-19 is definitely highlighting the best and worst in people. We were asked by the Danish National Health Authority to come up with an idea to promote more young people get vaccinated - especially people from cultural minority groups. We wanted to be real with the creative solution. That solution is a unique take for a government body using their platform to actually listen to the people who are worried and hesitant about getting vaccinated. That has never been done in Denmark before. We produced five films with five different young sceptics, each with their own concerns about getting vaccinated. Together with our hosts Nagin and Salah, we listened to them and gave them the opportunity to meet and address those concerns with real doctors and experts.

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Liberate., Thu, 06 Jan 2022 12:00:19 GMT