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.Commercial

Fødevarestyrelsen – Hvad fuck er en bælgfrugt

Brand Campaign

The "HVAD FUCK ER EN BÆLGFRUGT" campaign is a daring and engaging commercial film produced for the Danish Ministry of Food, Agriculture and Fisheries.

It is a creative music video using an 70’s inspired style that challenges traditional norms and perceptions surrounding legumes.

With a witty and attention-grabbing song and video, the campaign aims to raise awareness about lesser-known fruits from the legume family, commonly known as "bælgfrugter" in Danish.

By breaking down stereotypes and sparking curiosity, "HVAD FUCK ER EN BÆLGFRUGT" encourages individuals to explore and embrace these nutritious powerhouses in their culinary experiences, promoting healthier choices while contributing to a more sustainable food ecosystem.

The campaign's audacious approach challenges conventions, making it a memorable and impactful movement that fosters positive change in how people perceive and incorporate healthy food into their daily lives.

Client:

Fødevarestyrelsen

Awards:

Bronze, “Public Sector and Government – Campaigns” at Danish Digital Award

Starring

Iben Dorner
Thomas Mandsfeldt
Martin Arnold Agersnap
Mariam Moslehpour
Mathilde Skovsen

Crew

Director:

Lukas Valentin

Concept & Idea:

Lukas Valentin & Tobias Ervolder

Producer:

Tobias Ervolder

Production Assistant:

Josefine Wilstrup

Production Company:

Mirror Entertainment

Executive Producers:

Lukas Valentin & Emil Boye

Cinematographer:

Emil Boye

1st A.C:

Malthe Dahl Bennedsen & Jakob Isaksen

Gaffers:

Asger Stage & Tobias Hjorth

Set-design:

Karoline Bay Sjøgren & Josefine Raunsbæk

Styling:

Josefine Raunsbæk & Karoline Bay Sjøgren

MUA & Hair:

Maya Geertsen

Client:

Fødevarestyrelsen

Client Executive:

Sanne Nielsen

Editor:

Lukas Valentin

Colorist:

Emil Boye

Sound Design:

Benjamin Rozilio

Graphics:

Lukas Valentin & Emil Boye

Thanks to

Minitech
Wedio
Asger Stage