Humour has been a business-boosting solution for Denmark’s Spies, with a series of ads addressing such varied topics as the country’s low birth rate and the reluctance of pet owners to go on holiday.

In this episode of Future Proof, Jane Ostler talks to the team behind these award-winning ads, Søren Christensen, Partner & Strategy Director at agency Robert/Boisen & Like-minded and Jan Vendelbo, Managing Director at Spies and Country Director for Nordic LeisureTravel Group.

They explain why they have developed a consistent tone for Dogcation, Do It for Denmark and Do it for Mum and how this approach has been particularly effective for the business.

Joining them is Vera Sidlova, Global Creative Thought Leadership Director at Kantar, who outlines how humour is captured by Kantar’s LINK+ ad testing solution.

The Dogcation campaign recently won an Effie Europe award. To learn more about the secrets behind these ideas that work, download our free booklet here.

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