ARE YOU PUSHING THE SAUSAGE?
Title | ARE YOU PUSHING THE SAUSAGE? |
Brand | DANISH CANCER SOCIETY & TRYGFONDEN |
Product/Service | ANTI-ALCOHOL AWARENESS |
Category |
F03. Single-market Campaign |
Entrant
|
ROBERT/BOISEN & LIKE-MINDED Copenhagen, DENMARK
|
Idea Creation
|
ROBERT/BOISEN & LIKE-MINDED Copenhagen, DENMARK
|
Production
|
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 how the work was designed / adapted for a single country / region / market.
Excessive alcohol consumption has long been a big part of Danish youth culture. Danish teens rank number 1 as the booziest in Europe. 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.
In Danish culture there’s even a saying that goes “You are embarrassingly sober!” This is just one of the countless methods how Danish youth peer pressure each other into consuming more alcohol. To illustrate the absurdity of these culturally acceptable sayings, we used the lines in a new context where we swapped alcohol with something as ridiculous sausages.