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High Five: A Dash of Denmark


From pre-loved IKEA furniture to dead canary alert signals, creative director at Worth Your While and by The Network, Tim Pashen, picks out an eclectic bunch of Danish projects that have stuck in his mind

High Five: A Dash of Denmark

Hi. Hello. Hej! My name is Tim Pashen and I’m an Australian alphabet wrangler currently culturally confused in Copenhagen. More specifically, I’ve just joined Worth Your While and by The Network as creative director. Here are five purposeful and provocative projects from Denmark that have been on my radar this week - wrap your eyes around ‘em...

TV2 - 'The Copenhagen Bench: 2100 Edition'

Agency: In-house at TV2

This twist to Copenhagen’s iconic 130-year-old benches is the first of my High Five-able ideas. Firstly, I actually experienced it in the wild on my bike ride to work along the Copenhagen lakes. Then I experienced it again as photos of people sitting on the benches flooded my social feed, no doubt causing countless conversations in the process. It's a reminder of how simple an idea can be, and that sometimes something incredibly old-school can be used in a way to make a very current point.

Röyksopp - 'Initiation'

Production: Bacon
Director: Martin Furze

I spent a fleeting moment as a nightclub promoter in the mid-2000s where Röyksopp ruled the D-floor. To see them back with a banger of an album and a 10-part music video series / mysterious interactive adventure in collaboration with Denmark’s finest production company, Bacon, had me pumping my fists like it was 2005 all over again. This is the first video in the series directed by Martin Furze which exposes golf clubs for the cults they’ve always secretly been, and you should also check out the web experience here.

Red Center - 'In The Name Of Honour'

Agency: Liberate
Production: Holy Ravioli
Director: Mikkel Blaabjerg
This powerful and affecting film sheds light on the little known issue of cultural and religious ‘honour based’ abuse and is shaped from the real stories of young women who have suffered at the hands of it. The film builds a gut-wrenching tension through its cinematic craft and score that alludes to the harrowing invisible violence that takes place behind closed doors.

Canairi - 'The Fresh Air Monitor'

At its best, our industry produces things of value, and occasionally new products and business ideas. So this high five goes to not an ad, but an ingenious solution and piece of industrial design called Canairi, which detects whether the air inside is healthy for humans, and sends an alert by way of a dead canary to open a window when it’s not. The kickstarter promo is also a pretty damn charmingly well-crafted bit of film in its own right, thanks to the fact that one of the brains behind it (Hans Augustenborg) was a rather talented advertising creative until very recently.


Agency: Hjaltelin Stahl, part of Accenture Interactive

My final high five goes to my former colleagues for their clever continuation of IKEA’s now yearly Black Friday hack. This time round, the campaign receives a circular twist and has been rolled out in 30 countries around the world, saving a whole lot of furniture from ending up in land fill in the process.


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Worth Your While, Wed, 27 Apr 2022 11:30:03 GMT