GuruSilasi

It's not about me. It's about what I can do for you.

[silasiworks]

[silasiworks]

Activating the purpose concept Fashion Against AIDS

In 2010 I developed the Reboot Camp concept for H&M in Denmark - and it became such a success that they repeated the event 3 years in a row

[silasiworks]

H&M
– The Roskilde Camp

CHALLENGE

H&M owned the international concept Fashion Against AIDS! and wanted to activate their initiative in Denmark in the summer of 2010.

APPROACH

The target group loves fashion, music and brands with a purpose. At Roskilde Festival we saw an opportunity for making it all come together.

IDEA

Create a H&M camp at Roskilde where you can REBOOT your style, your look and your energy + support the fight against AIDS.

STRATEGY

The REBOOT Camp was promoted by fashion bloggers and organically on Facebook and tickets were sold out within 4 days.

AFTERMATH

The 1st REBOOT Camp I 2010 was such a success, that H&M did it 3 years in a row and has since continued their presence at Roskilde Festival.

[silasiworks]

Bet365 Compilation video - scroll down for case story

[silasiworks]

Bet365 World Cup 2018 campaign - scroll down for case story

[silasiworks]

Bet365
– Romme’s comeback

CHALLENGE

Bet365 wanted to enhance brand awareness through a Danish Facebook activity prior to and during the WC in Russia 2018.

APPROACH

By Danish marketing law it’s illegal to encourage betting via Facebook, so we decided to tap into the collective memory of spectacular WC goals and asked football fans “How hard can it be to recreate these goals?”.

IDEA

We challenged the Danish stand-up Christian Fuhlendorff and former pro footballer Dennis Rommedahl to recreate 5 epic and legendary WC goals. One hadn’t touched a football in 20 years, the other had not set foot in Denmark in 5 years – or played ball.

STRATEGY

We shot 5 videos under the title ”Fuhlen & Romme on the ball” and published them on YouTube and Facebook. And as expected football fans from al over Denmark tagged each other with remarks like: “LOL - That looks like you, Peter!”

GOSSIP

Rommedahl got seriously injured while attempting to recreate a goal scored by then 17 year old Pelè - he ended up in hospital.

[silasiworks]

Bacardi Quatro promotion video 4 of 4 - scroll down for case story

[silasiworks]

Bacardi Quatro promotion video 3 of 4 - scroll down for case story

[silasiworks]

Bacardi Quatro promotion video 2 of 4 - scroll down for case story

[silasiworks]

Bacardi Quatro promotion video 1 of 4 - scroll down for case story

[silasiworks]

Bacardi Cuatro 
– make people want to taste it

CHALLENGE

Bacardi Cuatro is not a popular rum among Danes, and Bacardi Denmark wanted to change that by doing more than the usual inspirational cocktail making videos which Drum CPH had been doing so far.

APPROACH

Bacardi Cuatro is a more exclusive rum and should be promoted as such. So, we hired 4 skilled bartenders to mix their personal Bacardi Cuatro favourite drink. Present each drink in each of the videos in a way that makes you want to grab the drink right out of the screen.

IDEA

Brand Bacardi Cuatro by celebrating the number 4: Shoot all 4 videos up close in the bar, from 4 different POV’s of the glass and the bartender, cut and edit the videos to match the afro-funk 4/4 beat of the Major Lazer track already owned by Bacardi.

[silasiworks]

TUNE IND music video - scroll down to get the case story

[silasiworks]

Crime Preventional Counsil – consensual teen sex

CHALLENGE

A spike in the number of sexually abused teen girls made the Crime Preventional Counsil (CPC) ask for a campaign targeted at boys 15 to 17.

APPROACH

In close collaboration with media agency PHD, PR agency Kompas and the YouTuber agency Splay TV we tried to start a conversation about consensual sex among teens.

IDEA

Music is a key element for teens trying to relate and express their identity, so we used the term “tune in” as our tagline and created a music video based on a song composed for the campaign by two upcoming Danish artists (Emil Kruse/Louis Samson).

STRATEGY

To make sure we didn’t bore the very spoiled target audience we used a remix of the conceptual campaign song in the music video and used this as the Hero content piece followed by a mini-docu about the making of the song and the video.

[silasiworks]

The re-edited version and final campaign video - scroll down for the full story

[silasiworks]

Stills from the original idea - scroll down to read case story

[silasiworks]

Ekstra Bladet Sport – a hard hitting relaunch

CHALLENGE

Ekstra Bladet Sport (EBS) is the largest sports newspaper in Denmark with a staff of 16 dedicated sports journalists, and they wanted a relaunch focusing on the accessibility on multiple devices.

Media had already been booked:15 to 6 secs videos on digital platforms.

APPROACH

The relaunch was scheduled to hit the screens right before kick-off for the spring season of the Danish Premiere League, so football had to play a key role.

IDEA

Our initial idea was to show a comical character similar to the paper’s target audience getting hit in the face by a football that shoots out of a phone, a paper and a pc.

PROBLEM

While this idea got approved, produced and finalized as 3 individual videos, the chief editor Poul Madsen suddenly had an epiphany and withdrew these videos, found us a new, smaller budget and asked us to reshoot all 3 videos in a new universe with a new less comical cast.

[silasiworks]

Rebranding Danish Red Cross on a postcard - scroll down for case description