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	GOBSMACK PRODUCTIONS Copenhagen, DENMARK

Name	Company	Position
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.