ARE YOU PUSHING THE SAUSAGE?
Title | ARE YOU PUSHING THE SAUSAGE? |
Brand | DANISH CANCER SOCIETY & TRYGFONDEN |
Product/Service | ANTI-ALCOHOL AWARENESS |
Category |
F04. Social Behaviour |
Entrant
|
ROBERT/BOISEN & LIKE-MINDED Copenhagen, DENMARK
|
Idea Creation
|
ROBERT/BOISEN & LIKE-MINDED Copenhagen, DENMARK
|
Production
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GOBSMACK PRODUCTIONS Copenhagen, DENMARK
|
Credits
Frederik Voetmann |
Robert/Boisen & Like-minded |
Art Director |
Niklas Hultquist |
Robert/Boisen & Like-minded |
Art Director |
Rene Sohn Kammersgaard |
Robert/Boisen & Like-minded |
Creative Director |
Kim Boisen |
Robert/Boisen & Like-minded |
CEO |
Gitte Andersen |
Robert/Boisen & Like-minded |
Account Manager |
Christina Bostofte Erritzøe |
Gobsmack Productions |
Executive Producer |
Alexander Faxø |
Robert/Boisen & Like-minded |
Social & Brand Activation Strategist |
Victor Petri |
Robert/Boisen & Like-minded |
Head of Social & Brand Activation |
Theis Kildetoft |
Robert/Boisen & Like-minded |
Art Director |
Philip Bock |
Robert/Boisen & Like-minded |
Art Director |
Nikolaj Lie Kaas |
Freelance |
Director |
Write a short summary of what happens in the film
"Are You Pushing The Sausage?" is the world's first anti-alcohol campaign that doesn't feature a single drop of alcohol. The film takes us through the life of Mads and his friends' endless attempts to peer pressure each other into drinking at any occasion... with one simple twist: every alcoholic beverage is substituted with sausages in all sizes and shapes to highlight the absurdity of the heavy Danish drinking culture.
Typical boozy situations like pre-parties, a meet-up in the pub and a night at the club, like most young people know but haven't previously thought twice about, now suddenly seem comically bizarre in a world of sausage.
Please tell us about the social behaviour that inspired the work
Danish youngsters are the booziest teens in Europe. On average they drink 55% more than rest of the European youth. And recent studies reveal that peer pressure is one of the main factors behind the Danes' sad European record. A staggering 9 out of 10 young Danes (20–25 yo) have experienced being peer pressured by their friend into drinking more alcohol than they wanted to. But few Danish youngsters are aware of their own part in the ubiquitous peer pressure. Only about half of that group claims to had peer pressured friends into drinking more alcohol than they wanted to. This indicates that a social drinking culture with immense peer pressure is thriving among Danish youth – a pressure that almost every young person has experienced, but only half think they're responsible of themselves.