Awards » Eurobest » Eurobest Awards, 2015

Eurobest Awards, 2015

Award Type: Advertising Awards


Phone: :+44 20 3033 4000

From the organiser of Cannes Lions, eurobest is the world’s pre-eminent celebration of European creativity. It’s a festival that draws on the continent’s varied cultures and vibrant communities to inspire learning, interaction, debate, and a healthy dose of competition.

eurobest 2015 will be held in the Arenberg Theatre, Antwerp – a city that’s home to 8,000 creative businesses employing more than 18,000 people. It's the birthplace of the Antwerp Six and one of the hottest start-up cities on the continent. Despite being one of Europe’s smallest countries, Belgium has a world class creative output and frequently outperforms many other European countries at Cannes Lions.


Special Awards


Advertiser of the Year

1. Mercedes-Benz


Agency of the Year

1. adam&eveDDB, London

2. Forsman & Bodenfors, Gothenburg

3. BBDO Group Germany, Berlin


Independent Agency of the Year

1. Forsman & Bodenfors, Gothenburg

2. Serviceplan, Munich

3. Grabarz & Partners, Hamburg


Network of the Year

1. DDB Worldwide

2. BBDO Worldwide

3. Havas Creative Group


The Eurobest Golden Palm

1. Blink Productions

2. Pulse Films

3. Somesuch


Media Agency of the Year

1. UM Romania, Bucharest

2. UM, Frankfurt

3. Starcom Mediavest Group, Stockholm


Young Creatives

Young Creatives Competition Gold Winner
Giorgi Avaliani, Leavingstone
Ana Miminoshvili, Leavingstone


Young Creatives Competition Silver Winner
Mariana Reis, FUEL LISBON
Maria Teresa Pinho, FUEL LISBON


Young Creatives Competition Entrant
Roberto Ardigò, M&C SAATCHI
Lorenzo Branchi, M&C SAATCHI


Eurobest Awards, 2015 Bronze winners

Do it for Mom, 2 [video]

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Industry Travel Agencies, Tour Operators & Travel Services
Media Case study
Market Denmark
Agency Robert/Boisen & Like-minded
Creative Director Heinrich Vejlgaard, Joakim Norman
Producer Cille Silverwood-Cope, Christina Bostofte Erritzøe
Editor Simon Borch Christiansen
Production Gobsmack Productions
Released June 2015


Epica Awards 2015
PR & Promotions Promotions & Incentives Silver
Special Category Humour Bronze
Digital Online Campaigns - Consumer Services & Household Bronze

Credits & Description

Additional info: Robert/Boisen & Like-minded - "Do it for Mom"
Agency (& City): Robert/Boisen & Like-Minded, Copenhagen
Strategist: Søren Christensen
Creative Director: Heinrich Vejlgaard
Art Director(s): René Sohn Kammersgaard
Account Manager: Gitte Andersen
Production Company (& City): Gobsmack Productions, Copenhagen
Producer: Christina Erritzøe
Producer: Cille Silverwood-Cope
Film Director: Niels Nørløv
Director of Photography: Bastian Schiøtt
Editor: Simon Borch
Visual Effects: Magnus Sveinn Jonsonn
Sounddesign: Audio Lounge v/Lars-Bo Kjær
Music: Simon Ravn, Henrik Lindstrand, Upright Music
Campaign site: Molamil, Copenhagen
Creative Director: Joakim Norman
Interactive Developer: Ramiro Espada
Project Manager: Jakob Elm
Seeding: Be On Aps, Copenhagen
Nordic Account Manager: Rasmus Mikkelsen
PR: Radius Kommunikation
Account Director: Mads Bech Larsen
Consultant: Cecilie Valentin
Media Agency: Vizeum, Copenhagen
Product: Active Holidays
Advertiser: Spies Travels
The Campaign
In 2014 Spies Travel launched the ‘Do it for Denmark’-campaign in order to promote city-trips and address the historical low birth rates in Denmark at the same time. It was a highly controversial campaign combining sex & humor completely true to the heritage of Spies’ controversial, yet beloved founder, Simon Spies, famous for creating headlines.
The campaign turned out quite successful. However, the birth rate was still too low despite a little progress after last year’s effort. We decided to re-activate the massive buzz and PR created by the first campaign by making a sequel, but with a new twist that would once again make the Danes share and engage with our content. Our take was those who suffer the most from the low birthrates are those mothers that will never experience having grandchildren. That was why we joined forces with wannabe grandmas of Denmark, who have become grandma-broody. We had one common goal: More babies. We launched this campaign with the battle cry ‘Do it for mom’.
To get the baby-making started we prescribed active holidays. Studies have proved that couples that sweat together have more sex. This combined with the fact that you have 51% more sex on a sunny holiday leads to more sex and therefore more babies aka. Grandchildren. In order to give potential grandmothers a strong tool, we developed the Spies Parent Purchase™ product, where they could prepay active holidays for their children and in-laws in order to make the magic happen. To show that we were in this together, we threw in some discounts as well. Segmented social media content followed the online film. This created relevant engagement within different target groups, whose online behavior had shown that were interested both in our online film and in specific sports relevant to Spies’ assortment.
The campaign quickly went viral and reached more than 1 million views within the first 24 hours. Three weeks into the campaign (when this was written), the online film had a total of +8.500.000 views across Youtube, Facebook and internal players. +1 million are Danish views equivalent to 1 out of 5 Danes. The campaign has generated +600 news clippings internationally in media such CNN, Washington Post, Fox News, Bild, the Guardian, Playboy and Time Magazine. More than +100 Danish media brought the campaign, which had a total reach of +600 million people. The total earned media so far is estimated at 11.3 million Euro. 1.6 million Euro was generated through Danish media alone creating a 5812% ROI on the Danish PR budget. Hollywood celebs such as Ashton Kutcher and Sulu from StarTrek among others posted the film to their Facebook timeline and the campaign has reached +140 million social timelines. More than 500.000 people has either commented, liked or shared the campaign so far, creating a social action rate of 6% (equivalent to ‘Epic split’. Note: 4% is considered highly viral). The early sales results are also positive with a +21% sales lift in the first two weeks.
Historical low birth rates are a huge problem for Denmark. This was unknown for most Danes two years ago, but Spies has changed that through engaging and entertaining branded content. First, they did it with the “Do it for Denmark” campaign and this year they continued their quest to create more babies with the ‘Do it for mom’ campaign. The central content of the campaign was an online film, which quickly went viral turning it into one of the most talked about campaigns in Denmark ever.