AT HOME IN THE WORLD
Communications strategy, PR and artwork
Documentary filmmaker Andreas Koefoed and producer Sara Stockmann wanted to create relevant attention around their documentary, AT HOME IN THE WORLD, to inject it as a definitive element in the media flow regarding refugees and immigrants in Denmark, simultaneous with the documentary’s treatment as a cinematic work in culture media and at film festivals.
AT HOME IN THE WORLD was the first documentary to give a voice to refugee children, in an intimate portrayal of five children’s everyday life at a Red Cross asylum school, and in a depiction of their lives after arrival in Denmark. The film had its Danish premiere at the Copenhagen documentary film festival CPH:DOX, and its international premiere at the IDFA festival in Amsterdam.
Force of Nature developed a 360-degree communications strategy and plan of execution that included press relations, “ambassador” activation and artwork supporting the film. Partnerships were created with the Red Cross, the Danish Refugee Council and Save the Children. A number of opinion-makers and pundits were set in action as ambassadors for the film, including Lisbet Zorning, Johanne Smith Nielsen, Uffe Elbæk, Nagieb Khaja and Haifaa Awad, all individuals with relevance to the subject matter. Force of Nature was also responsible for development and production of artwork to complement the communications strategy for the film and help attain the desired positioning.
AT HOME IN THE WORLD was reviewed and written about in all major nationally distributed media, while the director and some persons appearing in the film were selected to participate in a number of live TV news/talk broadcasts, including Aftenshowet and Go’ Morgen Danmark.
AT HOME IN THE WORLD was the most-seen film of the CPH:DOX festival. In addition, it won an award for the best mid-length film at IDFA, and has been nominated for the two most prominent film awards in Denmark, the Roberts and the Bodils.
CHART ART FAIR
Communications and marketing
Force of Nature was asked to position CHART ART FAIR as the leading platform for contemporary art in the Nordic region. The targets were relevant national and international media, and to increase presence among social media. The vision was also to promote the different activities surrounding the fair. The objective was to strengthen CHART’s impact to make it one of the leading cultural events in Copenhagen by increasing awareness of the fair and peripheral activities.
CHART ART FAIR focuses on contemporary art from the leading galleries in the Nordic region, and was held in Copenhagen at Kunsthal Charlottenborg in August 2015. This was the 3rd edition of the fair. Force of Nature was responsible for all communications and marketing relating to the fair and it’s platforms during a six-month period.
Force of Nature developed a 360-degree communications strategy that included press relations, social media, marketing and internal communications as well as the launch of a series of new communication initiatives via the fair website. Force of Nature entered partnerships with daily newspaper Politiken, Cover magazine and developed culture-promo banners in an extension of existing partnerships with the Web media Artsy and Art Review.
CHART ART FAIR achieved a 100% increase in press coverage compared with the two previous years’ events, and press value of DKK 2.0 million (approx.€ 270,000). On top of that, international media including Art in America, ArtForum and Vogue UK covered the fair for the first time. The number of “likes” on Facebook increased by 50%, while the number of Instagram followers doubled. CHART ART FAIR had massive presence in Copenhagen, in part due to Politiken’s public news banners and the managing of the newspaper’s Instagram events calendar, IByen (30K followers), as well as culture banners prominently placed around the centre of the city.
LONDON MEETS TOKYO
Re-positioning concept and event execution
The English fashion brand Superdry was not getting enough attention from Danish fashion editors -therefor the brand wanted Force of Nature to reposition their label as a relevant brand in the industry and to important trendsetters.
At the time of the event, Copenhagen was buzzing with new exclusive pop-up restaurants. These were important don’t-miss-out events for city trendsetters. By looking at the core target group (fashion directors, writers, bloggers, etc.) and their respective passions, the concept was to create an event they surely wouldn't miss.
Force of Nature launched a one-day-only pop-up restaurant - LONDON MEETS TOKYO - in Copenhagen and invited the fashion A-list as a target in the re-branding strategy and made Superdry the hub of the event. The restaurant was an English-Japanese fusion kitchen with references to the brand’s identity: English tailoring meets Japanese standards of quality. The restaurant was placed at a central Copenhagen dry cleaner’s establishment. The venue functioned as a visual reference to the Japanese, running sushi restaurants. The hook was: brand styles were presented on the carousel instead of sushi.
The one-day-only pop-up restaurant by Superdry attracted 48 of the most important people on the Danish fashion media scene. They documented the evening heavily on social media. Within a three-month period, Superdry had an 80% increase in media coverage. This was made especially evident from the amount of styles we lent out.
Magazine concept and production
CIFF is the largest platform for fashion sales in Scandinavia and one of the key players of the biannual Copenhagen Fashion Week. CIFF wanted to provide visitors to the fair with an enhanced experience of the entirety of the platform. The objective was to nudge them into viewing the fair as a central player in Copenhagen, and would illustrate what makes not only CIFF, but also the whole city, unique from the international perspective.
Force of Nature developed a new magazine format for CIFF PAGES, which related the most important and inspiring aspects of Copenhagen, as told by the individuals – dyed-in-the-wool Copenhageners - who make the city what it is.
The magazine build upon the concept of, show, don’t tell, so the life of the city and CIFF was depicted through experience in the fields that make Copenhagen unique; fashion, art, design, music and food. The prime focus was to present a mix of Copenhagen personalities (in the true sense of the word) who were chosen for interviews, portraits and reports. Each of them had contributed to making Copenhagen the special scene it is. The magazine was developed in partnership with Victor Lieberath Studio, which was responsible for art direction.
More than 15,000 people read the magazine. It was spread on a wide range of social media platforms by the ambassadors included in the features, and helped give a significant boost to CIFF’s accounts.
The burning Mockinjay
Digital content strategy and production
For the premiere of The Hunger Games: Mockingjay - Part I, Nordisk Film wanted Force of Nature to create digital content with the objective to give the local Danish fans relevant content to share on social media. With the aim of sharing among friends and fellow fans to remind them of the upcoming premiere of the new film.
Force of Nature created a short teaser film with a strong combination of the movie’s DNA and a local setting: a short film portraying the iconic Mockingjay logo in flames, set amid the streets of Copenhagen. Whether the burning Mockingjay was real or a stunt was never revealed, as the story itself needed a life of its own.
More than 400,000 fans saw the teaser film within the first two weeks. The film was featured on YouTube as well as the official The Hunger Games Denmark Facebook page, where the post reached the highest ever involvement in terms of likes, shares and comments. The Hunger Games: Mockingjay - Part I had the biggest box office opening in Denmark in 2014.
Nordisk Film Biografer
Nordisk Film Biografer is the largest cinema chain in Denmark, with 18 theatres that draw approximately 6 million visitors every year. Nordisk Film Biografer wanted a national campaign positioning them as the ultimate cinema experience. The campaign was to be executed on TV, cinema, print, outdoor and digital media.
Nordisk Film Biografer - as the largest chain in Denmark - offers a very diverse assortment of cinema experiences: from smaller local cinemas to large state-of-the-art venues.
The campaign needed to speak to a broad demographic of individual consumers as well as families with kids.
Force of Nature wanted to give Nordisk Film Biografer ownership of the position as the cinema for real film lovers. We share their passion for film, and because of that: We of course deliver the best surroundings for enjoying movies.
Force of Nature created a campaign centred on the strong emotions we experience in the darkness of a cinema. Emotions so infectious they remind us all about the great experiences we have had in the cinema. The campaign was executed with the help of acclaimed photographer Casper Sejersen and film director Klaus Spendser to ensure the right emotional feel. The campaign headline is: Dine øjeblikke (Your Moments).
The campaign performed well with an excellent showing in brand recognition and relevance, along with a very high degree of call-to-action in the target group.
Force of Nature is a creative communications agency
- specialized in culture in the broadest sense of the term: cinema, documentaries, art, literature, fashion, design and music.
We form creative commercial concepts and communication solutions with a holistic and realistic approach towards the world.
We help brands and various cultural projects identify their potential and create a stronger brand story
We work in the tension between a creative agency and a traditional communications agency, where we continuously focus on creating a strong verbal and visual communication.
We believe that even the best story can become better with new words, new pictures, and new impressions.
We aim at communicating trough our common passion for culture
Culture is passion-driven and it is this passion we wish to spread through a wide range of initiatives – this being production of magazines, events, campaigns, exhibitions, images and words. We constantly work towards breaking down the silo between different cultural genres - and our biggest asset is to make culture attractive to a wider audience in a natural way.
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