Category D01. Social Video
Media Placement VIZEUM Copenhagen, DENMARK
Media Placement 2 BE ON Copenhagen, DENMARK
Production 2 MOLAMIL Copenhagen, DENMARK
Name Company Position
Christina Erritzøe Gobsmack Producer
Niels Nørløv Gobsmack Instructor
Bjørn Vidø Freezone Sound Designer
Magnús Sveinn Jónsson Gobsmack Post Production
Gitte Andersen Robert/Boisen & Like-minded Account director
Søren Christensen Robert/Boisen & Like-minded Partner/Strategist
René Sohn Kammersgaard Robert/Boisen & Like-minded Art Director
Heinrich Vejlgaard Robert/Boisen & Like-minded Creative Director
Cille Silverwood Gobsmack Producer

The Campaign

In the 'Do it for Denmark' and 'Do it for Mom' campaigns we worked hard to turn the low Danish birth rate around (and of course to sell a lot of holidays). We actually succeeded and the Danish birthrate is now rising for the second consecutive year. However, getting kids doesn't exactly stimulate the sex drive. And lack of sex is bad for both relationship, health and life expectancy. Our research showed that the Danes had 102% more sex on an exotic holiday than staying home and that regular sex can prolong life with up to 8 years. So in order to compensate for lost love life and send the couples on exotic holidays to reboot their sex drive, we created the 'Do It Forever Loyalty Program'. The mechanism was simple: The more kids you had, the bigger the discount. Not for 1 year but for 10 years to come.

Creative Execution

To launch the campaign, we created an onlinefilm promoting the 'Do It Forever Loyalty Program'. The film highlighted the problem with getting kids and offered a sexy solution showcasing how an exotic holiday can reboot your lovelife. The grand finale were an airplane full of happy seniors celebrating their revitalised relationships led by former Eurovision winners Olsen Brothers as pilots and their anthem "Fly on the wings of love". The film was distributed through Facebook and Youtube gathering a lot of data, which we used to retarget the target group with relevant and more tactical content in order to activate the loyalty program and create sales. Everybody joining the loyalty program received special homecoming packages containing sex-enhancing remedies such as lubricants. In order to create further buzz and attention we activated both Danish and international media through powerful influencers and surveys on the target groups sex habits.

Social media attention: + 4,7 million views (predominantly Danish views, Denmark has a population of 5,7 million people) + 90.000 social interactions across social media channels Press attention: - Massive national and international coverage, e.g. 10 minute feature with the national icons Olsen Brothers about older people and sex in the prime time TV-show 'Good evening Denmark' and coverage in medias such as TV2 (Denmarks biggest TV channel), Ekstra Bladet (Denmark biggest online news media), The Independent, Stern, Daily Mail, Contagious, CNN etc. - PR Reach in Denmark alone: 12.000.000 - PR ROI in Denmark alone: 2719% - Earned media: $ 3.016.900 Commercial results: - 73% Sales lift for exotic holidays in campaign period - 23% Sales lift for exotic holidays long term (over a 3 month period from campaign-launch.)

We knew from research that the primary target group for exotic holidays were well off couples with adult children, which meant we were aiming for people in the +50 age group. This lead to the creative idea described above. We knew that if sex is controversial then sex and elderly people combined are definitely taboo. Our approach was to break down this taboo under the battle cry 'Do it Forever'. We did this to create PR, social media engagement and simply because Spies Travels as a liberated tolerant brand think's that everybody is entitled to a good sex life no matter age.

Dreamy and slightly surreal, Ice Skaters for Ikea from CZAR Brussels

Ice Skaters shows the dreamy and slightly surreal spectacle of a middle aged couple spinning and gliding on the polished wood floors of an elegant, high-ceilinged apartment in their socks. With the tagline 'Bring life into your living room' it is a beautifully crafted advert creating a warm, nostalgic mood for the brand, Ikea. It won Bronze at Eurobest in 2018 for production company CZAR Brussels. Director, Joe Vanhoutteghem and producer, Lander Engels talk to Eurobest about the experience of creating the work. 

How do you make an idea work when your entire media budget is pulled, a week before launch?

The team at Marvelous Moscow have the answer. CCO, Artem Sinyavskiy shares the story of how their work for Skylink, 'The 1 MB Campaign', went on to win Bronze at Eurobest in 2017, despite the media budget being pulled a week before the launch of the campaign.

The gin, the city, the song and the search for the special colour of Seville

PS21 Madrid, the creative transformation company set up by founder of creative agency dommo Agustín Vivancos, was in its first year when the team began work on Searching for the Special Colour of Seville. It was a piece of work that would not only go on to win the agency’s first major award, Bronze in Creative Data at Eurobest in 2018, but would also become part of Seville’s cultural heritage. We hear how the idea came to life from Strategy Director, Sergio Garcia and Executive Creative Director, Victor Blanco.

Final Entry Deadline: 22 October

The Eurobest Awards is the benchmark for creative and effective branded communications in Europe.

For the past 32 years Eurobest has set the bar for Europe's creative communications industry, enabling those who push the possibilities of creativity to compete locally and be recognized globally.

Find out what's new in 2020

Juries announced

The names of the jurors for Eurobest Awards 2020 have been announced. All leaders in their respective fields, they encompass a wealth of creative expertise, skill and talent.

This year, our jurors will be judging the work online. We're adapting our robust and rigorous judging system to an online environment, while retaining our commitment to inclusivity and in-depth debate. As always, the work will be given the time, recognition and platform it deserves.

See the Juries

Get the Eurobest Evolving Trends Report

Full of useful insights and commentary, the Eurobest 2020 Evolving Trends Report revisits five key trends in creativity that emerged in 2019. With predictions from 2019 Jury Presidents and opinions on last year's winning work, we ask, “Where were we then? And what’s next?” across five key areas.