AMONG THE BEST IN THE WORLD
Title | AMONG THE BEST IN THE WORLD |
Brand | DANISH AGRICULTURE & FOOD COUNCIL |
Product/Service | DANISH AGRICULTURE & FOOD |
Category |
D04. Brand / Product Video |
Entrant
|
HJALTELIN STAHL PART OF ACCENTURE INTERACTIVE Copenhagen, DENMARK
|
Idea Creation
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HJALTELIN STAHL PART OF ACCENTURE INTERACTIVE Copenhagen, DENMARK
|
Credits
Søren Grønborg |
Hjaltelin Stahl |
Creative Director |
Claus Collstrup |
Hjaltelin Stahl |
Senior Art Director |
Kasper Torsting |
Kasper Torsting |
Director |
Cille Silverwood-Cope |
Pegasus Productions |
Producer |
Michael Venneberg |
Hjaltelin Stahl |
Account Manager |
Sofie Visti |
Hjaltelin Stahl |
Project Manager |
Thomas Møller |
Hjaltelin Stahl |
Client Service Director |
Background
In Denmark the agricultural industry often gets criticized by environmental organizations and the likes, which is damaging their reputation in the general public.
The fact is that Danish agriculture is among the best and most regulated agricultural industries in the world. With better animal welfare, less pollution and high food safety as well as quality.
The brief was to heighten Danish agricultures’ reputation in the general population. For the client Landbrug & Fødevarer (the country’s main agricultural organization) it is important to have the peoples support (and the support of the politicians they elect).
Describe the strategy
The strategy was to tell the story of Danish agriculture from a foreign perspective. You can’t help to become a bit proud when you hear how high in regard other countries hold our products and methods of producing. And Danish Agriculture is undeniably among the very best in the world.
The campaign’s primary target group are those who have an indifferent or slightly critical view of the industry. Secondary target groups are fans, politicians and the farmers themselves, who as members of the organization are ultimately footing the bill for the campaign.
Describe the execution
The campaign is a year-long effort spreading across multiple channels and platforms. This piece of content is one of several mini documentaries, that was created along with a TVC. This film about Lamazou Cheeses in NYC and their love of Danish cheese was published on social media targeted primarily at people with interests in food, wine, restaurants and travel.
List the results
The campaign recently launched and no results are in yet.
The launch was widely covered by the national media.