Campaign Archives - Publicis Groupe Denmark

(Video)

Dumle, Fazer

Stealing the Spotlight

Campaign Concept Creative Media

Young audiences (18–35y) have a built-in radar for "advertisements" and will skip them in milliseconds. To stay relevant, Dumle needed to move from being a "sweet snack" to a brand with a cultural pulse. Instead of traditional ads, we created a meta-comedy series on social media. The plot: Influencer Victor Fog gets a reality check when Dumle’s "Marketing Manager" (played by actor Roland Møller) decides Victor’s girlfriend is the real star. By using the influencer format against itself, we turned branded content into unskippable culture.

We tricked the algorithm by making a comedy series about an influencer losing his spotlight.

Make it rightThe strategy was built on a core truth: youth reject ads but reward culture and “lore”.Rather than paying an influencer to hold a product, we built a narrative universe where the brand drives the plot.We weaponized the “influencer ego” as a comedic engine, creating a series that felt 100% native to the platforms it lived on.

Make it magicWe produced six episodes of social-first, long-form comedy (2–2.5 min).By blending high-production value with the lo-fi aesthetic of TikTok and Instagram, we blurred the line between entertainment and commercial.The “magic” lay in the authenticity; we leaned into the messy, self-absorbed world of social media, making Dumle the catalyst for the humor rather than just the sponsor.

Make it workBy optimizing for “Watch Time” rather than just “Reach,” we forced the algorithms to work in our favor.When people stay for the story, the platform rewards the content with massive organic distribution.The result was a “reach efficiency” of 156%, meaning the content exploded far beyond the influencer’s own follower base, landing directly in the “Explore” feeds of our target audience.

Results:

+30 million total views across TikTok and Meta for both seasons.

205 days of total watch time on TikTok alone, capturing attention at a massive scale.

34-35 seconds average watch time over 400% above the industry benchmark

4.2% engagement rate on Instagram, significantly outperforming standard brand benchmarks.

”The average watch time of 35 seconds for a two-minute episode is extremely high. It tells us that people saw this as genuine entertainment, not as an ad.”

Markedsføring

(Video)

Marabou, Mondelez

The Maraboulance: Delivery Urgent "Hygge"

Creative Media Concept Campaign

 In a category drowning in price promotions, Marabou was fading into a "mom brand"; nostalgic but irrelevant to a younger audience with a high "BS detector" for traditional ads. To win back attention, we didn't just launch a campaign; we built a brand asset designed for the algorithm: The Maraboulance. By transforming a humble TukTuk into a storytelling engine, we moved from ephemeral bursts to cumulative "lore," delivering "urgent hygge" to Danes through a physical asset that creators could naturally inhabit.

We hacked the Danish "Ba-buu" siren to turn a chocolate brand into an unskippable audio-visual icon

Make it right Younger audiences (18-29y) don’t hate brands, but they hate interruption. Instead of “sponsoring” creators to hold a product, we needed to build a brand asset that felt native to their feed. We identified a phonetic match between the Danish siren sound “Ba-buu” and the brand name “Mar-bou,” giving us an instant, ownable audio cue to cut through the scroll before a logo even appeared.

Make it magic We created the Maraboulance: A bright yellow and red “Trojan Horse” vehicle. We launched with a cinematic Pimp My Ride parody to establish its origin story and then handed the keys to top-tier creators. By treating the vehicle as a character rather than a prop, we created a native playground where influencers could act as “The Rescuers,” bringing humor and satirist satire to the brand’s messaging.

Make it work Every detail was optimized for “unskippable” entertainment. From sonic consistency (the “Mar-bou” siren) to visual anchoring (the iconic TukTuk), the Maraboulance provided a consistent brand container that allowed for genuine creator improvisation. This high-quality creative approach acted as a media efficiency hack: by optimizing for Completed Views (VTR) rather than just reach, we earned quality time and cheaper media.

Results: