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Digital behaviour campaign

Denmark's wildest collab


The Danish Safety and Technology Authority


Fireworks campaign aimed at young men aged between 15 and 25

01 Task

A true New Year's banger

The vast majority of fireworks damage can be completely avoided by simply remembering safety glasses and keeping a distance from the fireworks.

In 2020, the Danish Safety Authority wanted to create a behavioural campaign that could influence the most vulnerable target group – young men between the ages of 15-25 – to take better care of themselves.

But how does a public authority penetrate and convey messages about fireworks safety to a target group that has anything but safety glasses in its head, but both gunpowder in its ass and in hand on New Year's Eve?

02 Solution

Creative collab about music video

We teamed up with the popular YouTube duo Jesus Brothers to produce a song and music video that could get the National Security Agency's messages right up to the New Year's eve party and as close as possible to the time the boys would be left with the fireworks in their hand.

The song is about how bad things can go if you're not careful – and to increase the chance to create a viral campaign – we got the popular actor Niels Olsen on the project – and Infernal star Lina Rafn, two unknown Soundcloud rappers Shambs and Klam Vandmand as well as the TikTok star, Jens05. 

We developed a parallel campaign trail with a series of memes that tap into the youth culture of which the song is also a part. Over the last two years, the Danish Safety Authority has achieved a special status among young men by developing memes in the run-up to New Year's Eve. We wanted to build on the good relationship and at the same time, through memes, were able to drive additional traffic to the music video, which was the hero content of the campaign.


2,800,000 plays on YouTube, Spotify and Facebook - the vast majority completely organic


600,000 plays on Spotify and #26 on the "Denmark Top 50" list.

25,000 additions to Spotify playlists including several of Spotify's popular lists such as "New Music Friday Denmark", "Yes dak" and "Dakke Dak Ja Dak". 

78,000 likes, reactions, comments and shares on music video and cross-channel memes respectively

400 videos on TikTok with the sound of "New Year again", where users dance the choreography from the music video.

The campaign's memes were shared organically by major meme profiles on Instagram, including Anders Hemmingsen and debated live on Reddit.

Wide press coverage in national media such as BT, TV2, DR, Go' Morgen Danmark and Aftenshowet.

Winner of sabre awards 2021 in the Marketing for Men category

Nominated for the COM Award in Campaign of the Year, Rambukken in Branded Content and Campaign Award, The Drum Awards in the Public sector or government category

And most importantly: the number of fireworks damage was the lowest in more than 25 years.

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Want to hear more?

Esben Berg Nielsen

+45 26 36 81 22
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Esben advices a number of our IT and tech clients. Esben holds a degree in communication from the University of Copenhagen and has a bachelor in Danish. He is also a co-owner of gallery VESS in Vesterbro.


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