(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: 

  • +80M impressions and a 48% increase in digital attention among 18-29 year olds. 
  • 214 days of total social viewing time—consumers spent over half a year combined watching a chocolate “ad”. 
  • Record-breaking retention: TikTok VTR reached 28.5% (+250% vs benchmark) with a CPV of just 0.04 DKK. 

”Wildly entertaining, unique idea, sublimely crafted. A very bold approach by the brand.”

Campaign of the Month, Markedsføring

Awards & publicity

the TRUE award

Gold, Best Editing

the TRUE award

Silver, Best in Humor

Clever Content Award

Gold, Best Content Strategy

Clever Content Award

Gold, Best B2C Content-Project

Markedsføring

Campaign of the Month

TikTok AdAwards

Shortlist, Creative Branding

(Video)

L’Oréal, Garnier

True Beauty

Branding Concept Creative CSR Digital OOH

Garnier has the ambition to use 100% recycled plastic in all their packaging by 2025. Our job was to create an awareness campaign and encourage people to recycle their plastic so we can limit the usage of “virgin plastics”.

We convinced the world’s biggest beauty brand to throw their products in the trash.

Make it right
When you’re a beauty brand, you want to make your products look as beautiful and sterile as possible when showing them to the world. But when the message of your campaign involves the part where you throw the product out, why not show that instead?

Make it magic
We made a series of films and prints showing Garnier’s products in the least likely way a beauty brand would present them: Empty, used and in the (right) trashcan.

Make it work
The different executions were widely distributed from instore material to the cinema with a short message encouraging people to recycle their plastic.

”It’s not often you see a brand promoting itself by throwing its own products in the trash. But that’s exactly what one of the world’s leading beauty brands, Garnier from L’Oréal, does in a new Nordic campaign”

Mediet Markedsføring, July 2022

Results

45.6%

uplift in Micellar Water sales and 19,3% uplift in Frutic Core sales

26%

more positive attitude towards Garnier after seeing the ad

50%

wanted to try the product, which is 21% over benchmark

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(Video)

Elgiganten

Promocodes of conduct

Concept Creative Event OOH Social

Gaming should be fun, but with 76% of players experiencing online harassment, "toxic behavior" has become the industry's final boss. Elgiganten and Astralis wanted to trigger a cultural shift in the competitive gaming community. Leveraging the scientific insight that written, public promises increase the likelihood of behavioral change, we reinvented the most basic e-commerce tool: the promo code. Instead of short codes like "SPRING25," we launched "Promo Codes of Conduct": absurdly long, unmissable strings of text that acted as a visual contract for better behavior.

We turned the internet’s most toxic environment into a discount goldmine – if you promised to behave.

Make it right To change behavior in a culture where “trash talk” is the norm, you can’t just preach; you have to incentivize. We identified a friction point: every gamer wants a discount, but no gamer likes being told how to talk. By merging the two, weturned the act of saving money into a commitment to sportsmanship. 

Make it magic We replaced standard discount codes with extreme, long-form pledges. To get the deal, users had to copy-paste or type out sentences like: I-PROMISE-NOT-TO-RAGE-AT-MY-TEAMMATES-JUST-BECAUSE-THEY-MISSED-A-GRENADE-GLHF. Launched during the BLAST Premier in partnership with Astralis and gaming influencer @Ministern, the codes became a viral medium in themselves: impossible to ignore and inherently shareable. 

Make it work The campaign bypassed traditional “awareness” by living directly in the checkout flow and on social feeds as a visual meme. By using the “For helvede Palle!” (Dammit Palle!) meme and anchoring the activation in Elgiganten’s webshop and OOH, we reached gamers where they live. It wasn’t just a campaign; it was a functional “contract” that used a digital sales tool to spark a real conversation about toxicity. 

Results: 

  • Most successful sales activation in Elgiganten’s gaming history (measured by engagement, traffic, and sales). 
  • Massive organic reach through headlines in both Danish and international gaming media. 
  • Turned a scientific insight into a functional e-commerce solution, proving that creativity can drive both revenue and social change. 

”Astralis and Elgiganten are setting out to end toxic behavior in the gaming world by turning the promo code into a tool for respect.”

Politiken

Awards & publicity

Danish Digital Award

Shotlist, Best Use of Content Creators

Danish Digital Award

Shortlist, Best in innovative use of technology

Creative Circle

Shortlist, Creative Use of Technology

Creative Circle

Shortlist, Creative Use of Influencers

Creative Circle

Shortlist, Creative Partnerships

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