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youth campaign – HK hvaffor noget

HK fagforening

HK fagforening is the largest union in Denmark and on a mission to increase the awareness of their brand to a younger audience. Without inflicting their core message with dense information, how do they communicate their relevant services to this demographic?

what we did

We created a script for a serial format that would communicate five services each presented in an individual episode. We wanted to use an alternative spin on the marketing practice branded content in order to accommodate the client’s need of pushing the dense information. Instead of trying to hide these messages in branded content, we made them extremely explicit and performed in an amateurish way. This ironitized the whole concept of branded content, which these demographics were very capable of decoding and in the end made the campaign a success.

see more work.