Portfolio The Danish Health Authority
Be – just a little more – patient
Tragicomic Covid campaign motivates Danes to be patient
During the Covid pandemic, we helped the Danish Health Authority create four humorous campaign films to motivate Danes to stick it out... just a little bit longer.
Challenge
The Winter of 2021: The second Covid shutdown had just hit Denmark, and the public mood was at its lowest. Everyone knew the recommendations of sanitising hands, keeping a distance and staying at home, but our patience was challenged more than ever. The vaccines were on their way, but nobody knew when they would come, creating frustration and impatience.
Insight
All Danes were in the same situation, and we all needed motivation to be patient with the Covid restrictions and shutdowns.
Solution
The Danish Health Authority wanted to meet the Danes at eye level with four humorous campaign films. Because sometimes, you just need to acknowledge when something is really frustrating and, at the same time, try to laugh about it.
During the pandemic, there was an endless puzzle of new problems: From glasses steaming up over the face mask and automatic hand sanitiser dispensers failing to synchronise with hand movements to being stuck at home with your parents.
Each film targeted the audience that could identify the most with the situation. The campaign was executed on TV, outdoor, display, Snapchat, Spotify, Instagram, Facebook and radio.
Foggy glasses
Parents
Puzzle
Roleplay
Results
The campaign got more than 182 million exposures across channels, and the feeling of being seen and understood created a positive response among Danes tired from Covid. In that way, we all got support to be patient. Just a little longer.
Award nominations
Creative Cirlce Award 2022
- 1 shortlist in the category ‘Film 21-60 sec.’
- 2 shortlists in the category ‘Humour in Advertising’
- 1 shortlist in the category ‘Integrated Campaigns’
