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.
