Exposing alcohol myths through familiar
“experts” from everyday life. 





 Client: Danish Cancer Society Discipline: Campaign, film, script Year: 2025





Bumpers







Alcohol “Experts”




Challenge

More than 8 in 10 Danes are unaware of the official recommendations to drink no more than 10 units per week, and 9 in 10 don’t know the 4-units-
per-day limit. The task was to raise awareness about these recomendations among 35–55-year-olds, and motivate those exceeding the limits to think more about their drinking habits.

InsightDanes are quick to defend their drinking habits with confident-sounding myths and excuses, repeating “facts” they’ve heard without questioning whether they’re actually true.


Idea

A cast of familiar everyday “experts” who confidently spread familiar myths, only to highlight how unreliable they are. By contrasting these voices with the official guidelines, the campaign nudges people to trust real health authorities over everyday misinformation.

Read more about the campaign here.  


Credits

Agency: Robert/Boisen & Like-minded

Lead Creative: Viktor-Emil Appel
Lead Creative: Line Bo
Associate Creative Director: Christoffer Boas
Strategy: Alexander Faxø
Senior Activation Strategist: Mathilde Ytzen
Account Director: Gitte Andersen

Production Company: Gobsmack

Director: Klaus Spendser
DoP: Louise McLaughlin
Producer: Mette Toersleff
Prod. Manager: Bella Louis
Exec. Producer: Morten Bundgaard
1st AD: Stefan Danholm
Set Design: Freja Søndergaard og Anni Jensen
Stylist: Pernille Holm
Editor: Daniel Liversage
Grade: Mariam Latif
Sound Design: Nis Nørgaard

Industry nods

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Viktor-Emil
Copenhagen, Denmark
E: viktoremilappel@hotmail.com
IG: @viktoremil.jpg
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