As the soulful Danish band, Phlake, played their opening concert at The Orange Stage at Roskilde Festival thousands of excited festivalgoers witnessed a world premiere of a quite significant experiment. On the big screens the audience could follow what effect Phlake’s major hit ‘Pregnant’ had on the mind of a dedicated fan – live.
The dedicated fan was Nanna, and she was standing in the middle of the crowd, wearing a brain scanner, which was transmitting impulses directly from Nanna’s cerebral cortex to the big screens. The experiment was aiming to show the young audience that the influence of music is sufficient in itself.
We did a similar brain experiment with the Danish pop rock band Dúné at the music venue, Train. The film was launched together with the project’s many partners, where it, as part of an ambitious sharing strategy, reached an organic reach in the relevant target group of more than one million Danes across social channels.
About the campaign
Music Against Drugs is an attitude campaign run by the Danish National Board of Health, Dansk Live and Roskilde Festival executed by VOLUME and ZUPA. The purpose is to prevent young people’s experiments with drugs and heavy drinking at festivals and music venues. The target group is young people from 16-24 years – especially those with an interest in music, who attend festivals or concerts at venues.
The campaign emphasizes that music affects us all. It moves us. The message is very simple – that the influence of music on the brain is sufficient in itself:
Under the Influence of Music
Let the music take you higher – and don’t miss a beat
More than 60 music venues and festivals nationwide has taken part in the campaign.
- Company Dansk Live, Sundhedsstyrelsen, Roskilde Festival
- Skills Video Production, Art Direction, Concept Development, Project Management, Social Media