AMONG THE BEST IN THE WORLD

TitleAMONG THE BEST IN THE WORLD
BrandDANISH AGRICULTURE & FOOD COUNCIL
Category D04. Brand / Product Video
Product/ServiceDANISH AGRICULTURE & FOOD
Entrant HJALTELIN STAHL PART OF ACCENTURE INTERACTIVE Copenhagen, DENMARK
Idea Creation HJALTELIN STAHL PART OF ACCENTURE INTERACTIVE Copenhagen, DENMARK
Credits
Name Company Position
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.