DANISH MOTHER SEEKING by Grey Copenhagen for VISIT DENMARK

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DANISH MOTHER SEEKING

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Industry Transport, travel & tourism, Destinations (Countries & Places)
Media Promo & PR, Case study
Market Denmark
Agency Grey Copenhagen
Creative Director Thomas Torp
Art Director Anders Baudry
Released September 2009

Credits & Description

Category: Travel, Entertainment & Leisure
Advertiser: VISIT DENMARK
Product/Service: DENMARK TOURISM
Agency: GREY COPENHAGEN
Date of First Appearance: Sep 10 2009 12:00AM
Entrant Company: GREY COPENHAGEN, DENMARK
Entry URL: http://www.awardshowcases.com/awards/cannes10/motherseeking/index.html
Art Director: Anders Baudry (Grey Copenhagen)
Creative Director: Thomas Torp (Grey Copenhagen)
Media placement: Web - Youtube - 10.09.2009

Results and Effectiveness
The result: The viral was seen by more than 2 million users on YouTube in 216 countries and was posted on 466 websites. It was showcased on the most viewed US news show Fox's The O'Reilly Factor, BBC and several other TV networks.

Creative Execution
A video was uploaded on YouTube showing a fictitious young Danish mother looking for the father of her young son. The video was to be the first act in a viral fairytale.

Insights, Strategy & the Idea
The Challenge: Visit Denmark, the Danish Tourist Organisation, wanted a viral that would draw attention to Denmark and www.visitdenmark.com