Grey København sender skandale-kampagne til Cannes

Peter Engholm
25@mail.dk

Turistfilmen med Karen26 blev fjernet, VisitDenmarks direktør gik af, og bureauet sagde op. Men Greys globale top støtter filmen, der nu skal til Cannes. Se alle danske Cannes-bidrag her.

“Best Use of Social Media” og “Danish Mother Seeking” – spurgte man i efteråret, om de to sætninger passede sammen, ville det udtalte svar have været et rungende nej.

Turistorganisationen VisitDenmark stoppede efter kort tid kampagnen, hvor en Karen26 søger faderen til sit barn (resultatet af en udførlig definition af begrebet ‘hygge’). I medier og kommentarfora var holdningen, at kvinder så løse på tråden ikke nødvendigvis var det fede billede at tegne af det officielle turist-Danmark, og Dorte Kiilerich endte med at gå af som adm. diretør for VisitDanmark – og slå dermed følge med to medarbejdere, der mistede jobbet i kølvandet på den stoppede kampagne.

Bureauet bag den virale markedføring var Grey København – var, for Grey opsagde samarbejdet, fordi der med ordene fra adm. direktør Peter Ferslew “fremadrettet ikke mere er grundlag for et udbytterigt samarbejde, og så er det bedst at skilles”.

Men når “Best Use of Social Media” og “Danish Mother Seeking” alligevel mødes i samme sætning, så skyldes det, at Grey har sendt casen ind til Cannes Lions i netop denne kategori.

Bureauet havde i sin tid – i konkurrence med 12 andre bureauer – vundet VisitDenmarks virale budget med “adskillige kreative koncepter, som på hver deres måde er nytænkende og innovative i forhold til, hvad man har set før inden for viral markedsføring” – for nu igen at citere Peter Ferslew.

Og noget er der måske om snakken – i den korte tid, hvor Mor Karen fra officielt hold fik lov til ligge på YouTube, høstede den 2,5 mio. visninger. Ja-ja: Antal visninger er ikke et succesparameter i sig selv, men man havde i al fald folks opmærksomhed.

Også fra toppen af Grey-netværket har MorKaren vakt opmærksomhed – og nyder opbakning. For ifølge Resume.se giver Tim Mellors, global creative director for Grey, kampagnen disse ord med på vejen:

“Dokumentar-stilen viste sig at være utroligt overbevisende og vakte folks nysgerrighed om livet i Danmark.”

Konkurrencen i Cannes er blevet hårdere i år, med en 7 pct. stigning i antal indsendte arbejder i forhold til 2009. I alt dyster 24.242 arbejder i år, hvilket er det 4. højeste antal bidrag nogensinde.

Grey og MorKaren deltager i en kategori under Media Lions, som i år har godt 17 pct. flere cases end sidste år.

Til gengæld er der blevet længere mellem de danske arbejder. 112 DK-bidrag mod 159 sidste år, hvilket er et fald på 30 pct.

Se Danish Mother Seeking her – med en alternativ udgave af afmeldingen.

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FILM
Title Advertiser Product Agency
BEAR TULIP FOOD COMPANY LIVER PATÉ & CO. Copenhagen
CROC TULIP FOOD COMPANY ROAST BEEF SLICES & CO. Copenhagen
BEE RACE CARLSBERG DENMARK SPORT DRINK & CO. Copenhagen
TEST SEAT ECOMOTIVE RANGE ZUPA Copenhagen
THE- WE-THINK-YOU’RE-TOO-YOUNG-TO-GO-TO-SUNNY-BEACH-TEST IKEA IKEA HJALTELIN STAHL & CO. Copenhagen
FRESH VEGETABLES FAKTA GROCERY STORE UNCLE GREY Århus
SAMPLES FAKTA GROCERY STORE UNCLE GREY Århus
CLOSET ASSEMBLY GONE BAD INTERFLORA FLOWER DELIVERY ROBERT/BOISEN & LIKE-MINDED Copenhagen
ELEVATION BED INTERFLORA FLOWER DELIVERY ROBERT/BOISEN & LIKE-MINDED Copenhagen
ROCK CONCERT INTERFLORA FLOWER DELIVERY ROBERT/BOISEN & LIKE-MINDED Copenhagen
MR. JENSEN SPIES TRAVEL AGENCY ROBERT/BOISEN & LIKE-MINDED Copenhagen
GREEDY GRANDMA SPIES TRAVEL AGENCY ROBERT/BOISEN & LIKE-MINDED Copenhagen
DIAPER FITNESS DK FITNESS AND GYM HJALTELIN STAHL & CO. Copenhagen
DON’T RELY ON CUPID SCOR.DK DATING WEBSITE ROBERT/BOISEN & LIKE-MINDED Copenhagen
LOSE THE SUBS DANISH BROADCASTING CORPORATION DR HD TV CHANNEL SPLENDID Copenhagen
JAWS WITH A TWIST CBB MOBIL MOBILE SERVICES & CO. Copenhagen
GLASSES FOR AFRICA NYT SYN OPTICIANS EYE GLASS DONATION AARHUSKONTORET Århus
HERO OF THE CONSTRUCTION SITE DANISH WORKING ENVIRONMENT COUNCIL OCCUPATIONAL SAFETY AND HEALTH TABULA RASA Copenhagen
BRAIN ACTIVITY AALBORG UNIVERSITY UNIVERSITY FEDDER+OKKELS Nibe
INTERRUPTION MÉDECINS SANS FRONTIÈRES DOCTORS WITHOUT BORDERS HJALTELIN STAHL & CO. Copenhagen
COME TO FLEGGAARD LADIES FLEGGAARD CROSS BORDER SHOPPING UNCLE GREY Århus
FREE YOUR DANCE JABRA HALO HEADPHONES ZUPA Copenhagen
Total 22

PRESS
Title Advertiser Product Agency
SORRY TOYOTA DANSK PORT TEKNIK DPT GARAGE DOORS HALBYE KAAG JWT Copenhagen
MOSQUITO GREEN PEOPLE DAY CREAM OGILVY & MATHER Copenhagen
CHANDELIER MATTEL HOTWHEELS TRICK TRACKS OGILVY & MATHER Copenhagen
FAN MATTEL HOTWHEELS TRICK TRACKS OGILVY & MATHER Copenhagen
HAITI CELLPHONE HOUSE DANSK FOLKEHJÆLP HAITI FUNDRAISING BBDO DENMARK Copenhagen

OUTDOOR
Title Advertiser Product Agency
ICON BOTTLE DROP ORANGINA SCHWEPPES ORANGINA CO+HOGH Copenhagen
ICON BOTTLE PULP ORANGINA SCHWEPPES ORANGINA CO+HOGH Copenhagen
ICON BOTTLE NECK ORANGINA SCHWEPPES ORANGINA CO+HOGH Copenhagen
DELL-NOT SO DULL DELL INSPIRON LAPTOPS MEDIACOM Copenhagen / ENFATICO Copenhagen
STORES ON THE STREETS SØSTRENE GRENE SØSTRENE GRENE STORES MEDIACOM Copenhagen / UNCLE GREY Århus
200-197 METRES McDONALD’S ROSKILDE RESTAURANT DDB Copenhagen
LOST CAR CHANDELIER MATTEL HOTWHEELS/TRICK TRACKS OGILVY & MATHER Copenhagen
LOST CAR FAN MATTEL HOTWHEELS/TRICK TRACKS OGILVY & MATHER Copenhagen
TIPS FOR A SAFE HOME BØRNEULYKKESFONDEN HOME SAFETY TIPS WEBSITE DDB Copenhagen
HAITI CELLPHONE HOUSE DANSK FOLKEHJÆLP HAITI FUNDRAISING APPEAL BBDO DENMARK Copenhagen
FASHION HOOLIGANS BIANCO FOOTWEAR SHOES & CO. Copenhagen
PUDDLE CAMPERS FOOTWEAR UNCLE GREY Århus
METRO AMAGER STRAND METRO AMAGER STRAND MEDIACOM Copenhagen / WIN WIN AGENCY Copenhagen
THE MOST OVERLOOKED THEATRE IN TOWN COPENHAGEN MUSIC THEATRE THEATRE BBDO DENMARK Copenhagen
PAINT SIGNATURE DANSKE MALERMESTRE HOUSE PAINTERS GREY COPENHAGEN
DRAINPIPES SPORT EVENT FYN MINIGOLF WORLD CHAMPIONSHIPS 2010 BACH // ANDERSEN Copenhagen K
AN EXTRA WEEK OF SUMMER FOR THE DANISH PEOPLE SOMERSBY/CARLSBERG DENMARK CIDER ROBERT/BOISEN & LIKE-MINDED Copenhagen
METRO COOL GLOBES METRO COOL GLOBES MEDIACOM Copenhagen / WIN WIN AGENCY Copenhagen

RADIO
Title Advertiser Product Agency
WORLDWIDE POOL PARTY THE COCA-COLA COMPANY SPRITE ZERO SAATCHI & SAATCHI Copenhagen

CYBER
Title Advertiser Product Agency
THE SWAP CADBURY STIMOROL STIMOROL CHEWING GUM SPRINGFIELD COPENHAGEN / INITIATIVE UNIVERSAL MEDIA Copenhagen
FREE YOUR DANCE JABRA HALO ZUPA Copenhagen
SWET GOES RED MOLOTOW MOLOTOW PREMIUM GREY COPENHAGEN
LADYBIRD LOTTO THE DANISH POOLS AND LOTTO COMPANY LOTTERY SERVICES LBi Copenhagen
100% SNOW GUARANTEE NORTLANDER SKI TOURS SKI TOURS BBDO DENMARK Copenhagen
ROMANTIC ROOMS GERMAN NATIONAL TOURIST BOARD GERMAN HOLIDAYS LBi Copenhagen
OFFICER RECRUITMENT DANISH ARMED FORCES RECRUITMENT RECOMMENDED Århus
T2 T2 MOTION GRAPHICS STUDIO HELLO MONDAY Århus
TONY D’ORIO TONY D’ORIO PHOTOGRAPHY HELLO MONDAY Århus
NIKE SB DEBACLE NIKE EMEA FOOTWEAR LBi Copenhagen
USE A BIKE HELMET, BECAUSE WE LOVE YOU SHRPA THE MUNICIPAL DISTRICT OF AALBORG SHRPA Aalborg
DANISH MOTHER SEEKING VISIT DENMARK TOURISM FOR DENMARK GREY COPENHAGEN

DIRECT
Title Advertiser Product Agency
LET’S TALK BACKUP IBM SWEDEN FILE BACKUP SOLUTIONS OGILVYONE WORLDWIDE Copenhagen
OUT OF THE CLOSET ILVA FURNITURE STORES UNCLE GREY Århus
HUMAN WEBSITE UNIVERSITY OF AARHUS UNIVERSITY UNCLE GREY Århus
GROIN PROTECTION EUROPEAN SPERM BANK DONOR RECRUITMENT OGILVY & MATHER Copenhagen
SPERM DISPENSER EUROPEAN SPERM BANK DONOR RECRUITMENT OGILVY & MATHER Copenhagen
WORLD’S SMALLEST BROCHURE UNIVERSITY OF AARHUS UNIVERSITY UNCLE GREY Århus
OUT OF THE CLOSET ILVA FURNITURE STORES UNCLE GREY Århus
WORLD’S SMALLEST BROCHURE UNIVERSITY OF AARHUS UNIVERSITY UNCLE GREY Århus
ONE BOX TO RULE THEM ALL SECUREDEVICE/IBM DENMARK PLUG’N’PLAY COMPUTER SECURITY BOX OGILVYONE WORLDWIDE Copenhagen

MEDIA
Title Advertiser Product Agency
NOT SO DULL DELL LAPTOPS MEDIACOM Copenhagen
STORES ON THE STREETS SØSTRENE GRENE SØSTRENE GRENE SHOP MEDIACOM Copenhagen
AMAGER STRAND METRO METRO MEDIACOM Copenhagen
PAINT SIGNATURE DANSKE MALERMESTRE HOUSE PAINTERS GREY COPENHAGEN
WORLD’S SMALLEST BROCHURE UNIVERSITY OF AARHUS UNIVERSITY UNCLE GREY Århus
EQUALITY ON THE METRO HK UNION PAY EQUALITY AWARENESS MEC DENMARK Copenhagen
STAIRWAY TO THE WORLD CUP CARLSBERG PILSNER BEER PHD Copenhagen
3D PROJECTION VESTAS WIND ENERGY TECHNOLOGY PHD Copenhagen
HUMAN WEBSITE UNIVERSITY OF AARHUS UNIVERSITY UNCLE GREY Århus
BRANDING ON GOOGLE BOXER TV DIGITAL TV PROVIDER MAXUS Copenhagen
THE SWAP CADBURY STIMOROL STIMOROL CHEWING GUM INITIATIVE UNIVERSAL MEDIA Copenhagen
DANISH MOTHER SEEKING VISIT DENMARK DENMARK TOURISM GREY COPENHAGEN
MADDEN NFL ELECTRONIC ARTS DENMARK VIDEO GAME MEDIABROKER Copenhagen
THE YOUNG MOMS ALLER UDE & HJEMME MAGAZINE MEDIACOM Copenhagen
OUT OF THE CLOSET ILVA FURNITURE CHAIN UNCLE GREY Århus
KITCHENS IKEA IKEA MEDIACOM Copenhagen
CAPTURING THE NATIONAL MARKET BOXER TV DIGITAL TV PROVIDER MAXUS Copenhagen
ANALOGUE SWITCH OFF DANISH GOVERNMENT TV OPERATOR MAXUS Copenhagen
AN EXTRA WEEK OF SUMMER CARLSBERG DENMARK SOMERSBY ALCOHOLIC CIDER ROBERT/BOISEN & LIKE-MINDED Copenhagen
WORLD’S SMALLEST BROCHURE UNIVERSITY OF AARHUS UNIVERSITY UNCLE GREY Århus
COOL GLOBES METRO
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