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Fireworks Accident in 3D and 5D


The Danish Safety and Technology Authority


Campaign focusing on youth safety around New Years Eve

01 Task

Campaign without pointing fingers

Every year approximately 250 Danes are injured with new year's eve fireworks. Three out of four accidents involve men aged 15-35 who do not comply with the official fireworks guidelines.

To address the problem, the Danish Safety and Technology Authority asked us to change the behavior of young men. But how do you communicate such an important message to an audience notoriously known for not wanting to listen to adults?

02 Solution

Accident in 3D and 5D

2017: We developed a VR video where young people on their own bodies could feel what a fireworks accident feels like in 3D. The film was shown in cinemas and on social media and educational institutions across the country. Featured influencers shared reaction videos on Instagram and Facebook.

2018: We went a step further and developed a complete 5D experience where young people wearing VR goggles could physically taste the champagne, feel the explosion and wake up in a real ambulance.

2019: Here we used only memes. See the case here.


30 press mentions of the 3D film - e.g. DR1 and TV2

843,000 watched the 3D movie on Facebook

2,1 million Danes saw the 3D movie on buses, trains, or in cinemas

Winner of the Digital Communication Awards and Certificate of Excellence for IN2SABRE

The 5D film reached 1 million Danes organically

4.9 and 11.4% respectively fewer accidents among young people in 2017 and 2018

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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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