Short List
Category D01. Social Video
Entrant &CO Copenhagen, DENMARK
Idea Creation &CO Copenhagen, DENMARK
Media Placement OATH NORDICS Copenhagen, DENMARK
Production BACON Copenhagen, DENMARK
Name Company Position
Robert Cerkez & Co. / NoA Creative Director
Henrik Tvilling & Co. / NoA Art Director
Peter Dinesen & Co. / NoA Copy writter
Martin de Thurah Bacon CPH Director
Mette Jermin Bacon CPH Executive Producer
Kasper Tuxen Bacon CPH Director of Photography


VELUX wanted to create awareness about the importance of daylight and fresh air. The main objective of the campaign was to start a global conversation around bad indoor environment and to encourage people – and also other stakeholders like architects, politicians and health organizations to engage in the subject and consider daylight and fresh air (roof top windows) as an important part of home improvement projects.

Describe the strategy

We wanted to go beyond classic advertising – and speak with people, not as customers, but as humans. We wanted to go from a classic customer-centric campaign and raise the bar to being “human-centric” transcending both BTB and BTC segments. The distribution and PR strategy of the campaign was planned in the context of the following conversational themes: • Indoor air can be up to five times more polluted than outdoor • Living in damp and moldy homes increases the risk of asthma by 40% • Lack of daylight makes 15% of us sad • Daylight can boost your children’s learning abilities by up to 15% • Kids’ bedrooms are often the most polluted room in the house

Describe the execution

Media partnerships with globally influential titles such as The New York Times, Huffington Post, Viral Thread and I Fucking Love Science became one cornerstone to combine credibility and reach of the campaign from the beginning. Having journalists’ preference for data and surveys in mind, we also carried out a population survey across 14 markets with 16,000 respondents and turned that in the backbone of the news push, which was flavoured with existing research from Harvard and Oxford. The creative development, distribution and PR strategy was been integrated from day one of the campaign, which allowed us to create a campaign, that travelled between people.

List the results

• +100 million views of film • +47% of them were unpaid views • +1 share of the film per second the first week • +1.1 million shares in total • Best UK performing paid partnership video in 2018 • +50% VTR (View Through Rate) on native video • +2.82 billion OTS (Opportunity to See) from global PR coverage • +2,000 published PR articles worldwide (estimated advertising value of 5.1 mio. €) • +725,000 visits to global campaign site with an avg. time spent on site of 4 minutes and 49 seconds. • 1.47 average articles read per user • +100,000 qualified marketing leads • Between 9-13% lift across markets in people that are aware that a good indoor environment protects their health … • +10% lift in people who would put daylight and fresh air on their top three list if they were to renovate their home

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

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