Case Film

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Title	DO IT FOR DENMARK AND DO IT FOR MOM
Brand	SPIES TRAVELS
Product/Service	TRAVEL AND LEISURE
Category	A01. Creative Effectiveness
Entrant	ROBERT/BOISEN & LIKE-MINDED Copenhagen, DENMARK
Idea Creation	ROBERT/BOISEN & LIKE-MINDED Copenhagen, DENMARK
Media Placement	BE ON Copenhagen, DENMARK
Media Placement 2	VIZEUM Copenhagen, DENMARK
PR	RADIUS KOMMUNIKATION Copenhagen, DENMARK
Production	ROBERT/BOISEN & LIKE-MINDED Copenhagen, DENMARK
Production 2	GOBSMACK PRODUCTIONS Copenhagen, DENMARK
Additional Company	MOLAMIL Copenhagen, DENMARK
Additional Company 2	TILLSAMMANS STHLM Stockholm, SWEDEN
Additional Company 3	NAO STUDIOS Stockholm, SWEDEN

Name	Company	Position
Søren Christensen	Robert/Boisen & Likeminded	Client Service Director/Partner/Strategist
Heinrich Vejlgaard	Robert/Boisen & Likeminded	Creative Director/Partner
René Sohn Kammersgaard	Robert/Boisen & Likeminded	Senior Art Director
Gitte Andersen	Robert/Boisen & Likeminded	Account Manager
Christina Erritzøe	Gobsmack Productions	Producer
Cille Silverwood-Cope	Gobsmack Productions	Producer
Niels Nørløv	Gobsmack Productions	Director
Bastian Schiøtt	Gobsmack Productions	Director of Photography
Emil Borch	Gobsmack Productions	Editor
Magnus Sveinn Jonsonn	Gobsmack Productions	Visual Effects
Lars Bo Kjær	Audio Lounge	Sound Design
Simon Ravn	Forte Productions	Music Artist
Henrik Lindstrand	Lindstrand Musik	Music Artist
Joakim Norman	Molamil	Creative Director
Ramiro Espada	Molamil	Interactive Developer
Jakob Elm	Molamil	Project Manager
Rasmus Mikkelsen	Be On Aps	Nordic Account Manager
Mads Bech Larsen	Radius Kommunikation A/S	Account Director
Cecilie Valentin	Radius Kommunikation A/S	Consultant
Knud Brock	Upright Music	Music Supervisor
James Godfrey	Robert/Boisen & Likeminded	Senior Copywriter
Mette Ingemann Dahl	Robert/Boisen & Likeminded	Account Manager
Michael Bugaj	Robert/Boisen & Likeminded	Director of Creative Technology
Morten Grundsøe	Robert/Boisen & Likeminded	Designer
Niels Thastum	Gobsmack Productions	Director of Photography
Theis Schmidt	Gobsmack Productions	Editor
Jason Luke	P47 Sound	Sound Design

Brief Explanation

In a world in which fewer holidaymakers are taking traditional two-week package tours, an audaciously provocative content campaign helped safeguard the future of a 60-year-old Danish travel brand famous for…traditional package holidays. Do It For Denmark (and its sequel Do it for Mom) is a creative campaign unlike any other. It was built on the foundation of an insight into human relationships, and what it’s like to be part of a couple, day in and day out, once the initial shine of first love has worn off and the responsibilities start to kick in. This insight was given extra power and urgency by a leap of lateral thinking that harnessed it to the debate about the growing population crisis in Denmark caused by a declining birth rate - a source of great public and media anguish and soul-searching. Above all, Do It For Denmark is a campaign about what you might choose to describe as ‘babymaking sex holidays’, if you wanted to be particularly blunt about it. In the first year the creative work positioned Spies city breaks as the best way for busy, jaded couples to rekindle their romance and have more sex and as a way for Denmark to increase its birth rate. In the second year, the creative work was refreshed by the incorporation of an extra element - the desperate desire of an older generation to finally get the grandchildren they were longing for. Through this campaign, creativity achieved amazing things. It gained massive public interest and media coverage not just in Denmark but all over the world. It gained more than a million YouTube views in just 48 hours. And it converted all this attention into action and bookings that far exceeded the client’s target, with 15.8% more city breaks sold in year 1 and 42.9% more activity holidays sold in year 2, against an objective of 10% growth per year. And it did all this on a surprisingly limited budget, yielding a return on marketing investment of 1:15.8. Which is to say, for every single Euro invested, Spies got 15.8 Euros back.