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The Danish Safety and Technology Authority

Fireworks campaign played out 2.8 million times

"Never forget that day..."

For the fourth year in a row, we are behind the Danish Safety Board's annual fireworks campaign aimed at boys and young men. 

This year we built the campaign around a party song and music video by the duo Jesus Brothers entitled "New Year Again". The actor Niels Olsen is also in - as is Lina Rafn, the two Soundcloud rappers Shambs and Klam Aquar improb and the TikTokkeren Jens05.

The campaign went live on YouTube, Spotify and Facebook on December 11 and already in the days before New Year's Eve it had more than 2 million plays - the vast majority completely organic. 

In addition, the campaign received PR coverage in several news media including on Tv2 and DR - both online and as a feature in Go' Morgen Danmark and The Evening Show. 

Boys and young men are an extremely difficult target group to reach. In recent years, therefore, we have worked hard to penetrate and engage them in important messages by creating content that they can relate to instead of lifting the index finger. 

Fortunately, the vast majority know that fireworks are dangerous, so it's really about remembering them in a way where the message is stuck. With "New Year Again" we were able to sneak the campaign in for their New Year's celebration, and we got as close to 12 pm with the message - and as close to the time when they were actually standing with the fireworks in hand.

But what really happened that day that never happened, you think? 

Watch the music video and get the answer: https://www.youtube.com/watch?v=WGIHQ8vbLZA

Figures from the campaign


1,416,352 organic views



#2 on the "Hot Right Now" list



945,346 range

829,047 organic range


15,606 reactions 





597,754 plays

#26 on the "Denmark Top 50" list

Added to several of Spotify's popular playlists include "New Music Friday Denmark", "Ja dak" and "Dakke Dak Ja Dak" as well as on several private Danes' New Year's playlists.

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Mads Keilberg Johansen

Head of Digital
+45 24 60 88 85

Mads is responsible for our digital services and advises our clients on social media and digital strategy. Mads holds a degree in political communication and management from CBS. Previously, he worked as a digital and political consultant at Geelmuyden Kiese. He was also a social media advisor for Ida Auken during the 2015 elections. He also runs KeilbergChristiansen.dk.

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