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In this past fall Kadaver found itself in a fortunate role of being assigned to a task for the Danish Ministry of Food. Kadaver was chosen along side to other companies and in-house friends, bybird and Haus CPH. This constellation of three companies designed and shaped a campaign that was to address what the Danes wanted in terms of healthier, better and more appealing fast food and convenience products. Through recent years the usage of unhealthy fast food and convenience products has increased rapidly and the campaign was launched to find out whether or not there could be found alternative or new solutions that would make the healthier choice easier for the Danes to make.

The design of the campaign was created around well-known elements that would both created a sense of security to the target group, but it would also have a clear reference to the elements from the world of fast food and convenience products. This was done to secure that the focus of the campaign was in center and the target group would be willing to engage in dialogue around the campaign focus.

The result was a name “Mums – Hvad skulle det være?” (direct translation; Jummy – What will it be?) referring to two well-known terms within the Danish food universe.

The graphic design was inspired by both the environment around the american dinners and the Danish countryside homes.

The campaign that ran in a four week period contained viral elements such as a homepage (hurtigmums.dk), twitter-account, youtube-account and a facebookpage. Alongside these elements the campaign could be found on street-level via a national voxpop carried out by the campaign character Agent Mums, Go-Cards in cafés, headrestsleeves in the busses of Copenhagen and finally during a two week period in “The People’s Kitchen”, where the Danish consumers could taste and give feedback to different producers of Fast Food and Convenience products.

The conclusion of the campaign has been loads of feedback given by the target group, which will help form what future initiatives needs to be made in the future regarding fast food and convenience products.

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For some time now we have been working together with 2100.nu who is an environmental project located at Østerbro, Cph, Denmark.
The project involves citizens and companies who jointly engage in order to reduce Co2 emissions by 10% before the 1st of May 2011.

Kadaver was asked to create a little movie for 2100.Nu. The movie is made to be shown in Park Bio at Østerbrogade, and is meant to create awareness around 2100.nu´ mission. Our task was to illustrate this without pointing an angry finger at people, but to inspire the public to visit www.2100.nu.

We created “Kvinden der levede i Mørke” – “The woman who chose to live in darkness”


The voice over is Danish.

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I would like to use some time writing about our dear friends and lovers Mr. Green. We have been following the concept since it was developed and I have participated a few time in the events.
Mr. Green is a commercial climate activistic campaign brought to life by members of the organisation Viva La Renovation which Søren and I have been deeply involved in and still love from the bottom of our hearts. The campaign is made to spread the green message with a very positive approach and engage people with an invitation to fun and happiness instead of the classic dogmatic angel telling people that doom day is near.

The concept is very simple. 40-50 people wearing green suits shows up at events and other places with many attendees. Their primary task is to spread good vibes around protecting the climate and our planet in general.

This concept has been around for a while starting in St. Petersburg, Russia and is now, as it was meant from the start, a green campaign for a big company administrating several malls all over Denmark. A part from the commercial obligations Mr. Green is also participating in different events such as the CO2-neutral festival CO2penhagen, the electronical music event Stella Polaris, the Gay Pride Parade in Copenhagen and lately the world wide campaign 350.org.

To be honest I love Mr. Green. I think the whole concept is extremely simple and the message is clear. As they say, “We wanna save the world and have fun doing it!”.
I love to participate and join the events we are showing up to. The way Mr. Green has spread out as a natural add on to the different campaigns either with a responsible role or a positive creative disturbance is very efficient.

Why do I like this concept apart from being a part of it?

In a time where many experts and other engaged people around the world are using a big amount of time showing us how bad it is with our climate, showing us consequences and showing numbers and statistics that are very difficult to understand Mr. Green is a positive wave of smiles and dance. What Mr. Green does is not just engaging people for a good cause but also showing the crowd that it can be funny to do good. The thunder is gone and there is no talking about serious matters.

Does it have any effect?

I always like to believe in the effect of concepts like this but I have to be honest, I have been a little in doubt. My biggest concern has been around the effect of the conscious “having fun” approach. Is that the way you get people to live green? Can it activate the “green nerve” in the brain and make people move?

Last week Mr. Green was interviewed in the danish newspaper Information. They are asking similar questions concluding, with help from the expert Nadja Pass, editor at the publisher Reflexioner, that the approach works. Nadia Pass calls it “motivation rhetoric” (translated), it is not giving any answers but leaves people to their own interpretation of the cause and thereby creating ownership for the target group.

Link to article (danish):

http://www.information.dk/208039

This is exactly what we believe in. Inspire, inspire, inspire!

If you can’t inspire people to join your cause you will never reach a climax worth mentioning. It is in the inspiration the action is, it is where people participate and take ownership.
Listening to music I am often very inspired and I can honestly say that a lot of the music I make is made on the behalf of what I like and what I worship. This mechanism is exactly the same in the events. You have to like the vibe, the cause and the people behind to be fully engaged and take action.

I think there is many lessons to learn from the concept Mr. Green but one thing I can tell for sure; they have not invented the wheel again. Mr. Green is just simple, funny, inspiring and hyper visual and that works!

Mr. Green on youtube.com:

http://www.youtube.com/MrGreenMrGreen

Mr. Green blog:

http://mrgreenmrgreen.wordpress.com/

Mr. Green on facebook:

http://www.facebook.com/pages/Mr-Green/102581467555?ref=ts

Below you can see some of the videos from the different events:

Joe

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Today is the big “blog action day”. Our beloved flash mob video is out. It is on the internet now. For the world to see. For you to see. For you to enjoy.

The video is made for the campaign Hopenhagen described in the previous post and it is beautiful.
50 people sunbathing at Rådhuspladsen in Copenhagen the main square in Copenhagen even in Denmark.

It was a very very nice experience and everything worked out perfectly.

Thanks to our beloved volunteers and the brilliant camera crew we believe that this is not the only flash mob we will execute in Kadaver. In fact we believe that many more will come and many more will be as good as this one.

This is our daily ecstasy and drive, this is what we want to do and this is what we have to do.

Let the predefined be redefined with a twist of Kadaver and a bunch of beautiful people!

Click it away!

Joe

On October 9, more than 50 Copenhageners concerned about the climate sunbathed on Town Square in the name of Hopenhagen. The message was crystal clear: We hope for a new signed climate change policy in december in order to ensure the future of our planet.

When the whistle blew, the green and white towels were spread out and the clothes were dropped! The sudden happening came as some surprise to the many bystanders who stared in amazement as the 50-something people between 11 and 71 years of age apparently enjoyed lying on the square, naked in 9 degrees celsius.
The purpose of the happening was to emphasize the problems our planet is facing and to, hopefully, both send a message to the world leaders that we need a signed deal but also to the citizens around the world that they too need to take stand and that action is necessary. The world’s climate issues need to be approached with creative thinking and alternative means. According to the city and the people of Copenhagen that also applies to the way we communicate the message.

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