Shedding Light On The
Bone-shattering Truth
Problem
Osteoporosis is the disease that indirectly causes the most deaths in Denmark. 500,000 Danes have osteoporosis without knowing it. One in three women over the age of 50 has it. That’s pretty scary knowledge. How do we get Danes to start talking about osteoporosis?
Insight
You know that feeling, when a thriller pulls you in so deep you just have to Google the mystery?
Idea
What if a deadly disease could feel just as compelling?
We’re tapping into Denmark’s love for crime fiction. According to Statistics Denmark (2021), 1 in 2 Danes would choose a gripping crime story over any other genre.
The Silent Killer is a crime mini-series following investigator, Helen Hviid, in her hunt for Denmark’s deadliest serial killer.
Osteoporosis is the disease that indirectly causes the most deaths in Denmark. 500,000 Danes have osteoporosis without knowing it. One in three women over the age of 50 has it. That’s pretty scary knowledge. How do we get Danes to start talking about osteoporosis?
Insight
You know that feeling, when a thriller pulls you in so deep you just have to Google the mystery?
Idea
What if a deadly disease could feel just as compelling?
We’re tapping into Denmark’s love for crime fiction. According to Statistics Denmark (2021), 1 in 2 Danes would choose a gripping crime story over any other genre.
The Silent Killer is a crime mini-series following investigator, Helen Hviid, in her hunt for Denmark’s deadliest serial killer.
We've taken one of the most iconic visuals from a crime scene: the body chalk outline — broken its bones and turned it into the face of our campaign.
In addition, we’ll spark the curiosity of both the media and the Danish public with some mysterious crime scenes around the city.
2025
The Danish School Of Advertising
Team
Anna Clara Bjerregaard, Julie Hollie, Katja Hjorth, Louise Lindberg, Peter Studstrup