Last year Spies Travels launched the ‘Do it for Denmark’-campaign in order to address the historical low birth rates in Denmark. It turned out quite successful, They made the Danes travel more, have more sex and reproduce for their country. Vitus, the baby conceived by the competition-winners was born in January this year. However the Danish welfare system is still under pressure. The birth rate is still too low despite a little progress after last year’s effort. And this affects us all, but those who suffer the most are perhaps those mothers that will never experience having grandchildren. That’s why they are joining forces with elderly women of Denmark who have become grandma-broody. They have a common goal: More babies.
This year they are prescribing active holidays, because 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 will lead to more sex and therefore more babies aka. grandchildren. In order to give potential grandmothers a strong tool, They have developed the Spies Parent Purchase™ product (Spies Forældrekøb™), where they can prepay active holidays for their children and in-laws in order to make the magic happen. To show that they’re in this together, they’ll throw in some discounts as well.
Spies Travels: Do it for Denmark. Do it for mom
Advertising Agency:Robert/Boisen & Like-Minded, Denmark
Creative Director: Heinrich Vejlgaard, Joakim Norman
Art Director:René Sohn Kammersgaard
Account Manager: Gitte Andersen
Film Production: Gobsmack Productions
Producers:Christina Bostofte Erritzoe, Cille Silverwood-Cope
Visual Effects:Magnus Sveinn Jonsson
Sound Design:Lars Bo Kjær, Audiolounge
Interactive Developer:Ramiro Espada
Project Manager:Jakob Elm
Nordic Account Manager:Rasmus Mikkelsen
Account Director:Mads Bech Larsen