ARE YOU PUSHING THE SAUSAGE?

TitleARE YOU PUSHING THE SAUSAGE?
BrandDANISH CANCER SOCIETY & TRYGFONDEN
Product/ServiceANTI-ALCOHOL AWARENESS
Category F05. Cultural Insight
Entrant ROBERT/BOISEN & LIKE-MINDED Copenhagen, DENMARK
Idea Creation ROBERT/BOISEN & LIKE-MINDED Copenhagen, DENMARK
Production GOBSMACK PRODUCTIONS Copenhagen, DENMARK
Credits
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 cultural insight that inspired the work

In Danish culture there’s 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. 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. 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.