Norlys / Danish Red Cross: Unplug Denmark

Norlys, the energy company, ran a fundraising initiative to flip the switch on Denmark's energy habits and achieve millions in earned media.

Campaign details

Title: UNPLUG DENMARKBrand: NORLYS & DANISH RED CROSSProduct: ENERGYIdea: ACCENTURE SONGCountry: DENMARK

Why is this work relevant for Creative Effectiveness?

Utility/telecommunications aren't associated with bold creative moves, but with Unplug Denmark by Norlys, the brand showed that creativity can effectively change behaviour – and help societal problems.

A behaviour change-focused campaign unfolding on one day is daring, but with a national 17% decrease in energy consumption and 27% by Norlys customers – it paid off.

Norlys dared to create four seemingly live fundraising concerts in four full ad breaks...

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