Talking about COVID during the pandemic might sound like an easy task. Everyone wants to keep up to date with what’s happening, right? Wrong. In fact, it’s essentially like selling a glass of water to a drowning man. After just about nine months of Covid and a myriad of societal shutdowns, the Danish Health Authority wanted to motivate Danes to keep up their efforts for just a tad bit longer. Our solution was to use a risky but essential communicative tool: Humour.
To motivate Danes, we launched a nationwide integrated campaign targeting the whole population, including a sub-campaign targeting younger generations. With the ‘We can do it’ payoff, we launched a film portraying Danes as everyday heroes. The film aired across TV, online contextual display banners, out-of-home ads and radio. We were present on all digital touchpoints and out and about in cityscapes – we were even there when you booted up WeTransfer from your WFH office space.
For the younger audiences, we launched three humorous, supporting films in which Søren Brostrøm, General Director of the Danish Health Authority, was portrayed as the "Covid cop". We even changed the health authority’s name to highlight that we know we are relentlessly annoyed with all our rules.
We launched the three films digitally and backed them with amusingly creative pieces of advice across media channels - including Tinder. Aside from the classic campaign elements, we launched an original music track titled ‘Go Home Already’. The track quickly charted at #1 on Spotify’s Viral Hits playlist, and through an extensive influencer effort, spoofs and remixes were produced by other artists such as the Danish pop artist Skinz.