In a world in which fewer holidaymakers are taking traditional two-week package tours, an audaciously provocative content campaign helped safeguard the future of a 60-year-old Danish travel brand famous for…traditional package holidays.

Do It For Denmark (and its sequel Do it for Mom) is a creative campaign unlike any other. It was built on the foundation of an insight into human relationships, and what it’s like to be part of a couple, day in and day out, once the initial shine of first love has worn off and the responsibilities start to kick in. This insight was given extra power and urgency by a leap of lateral thinking that harnessed it to the debate about the growing population crisis in Denmark caused by a declining birth rate - a source of great public and media anguish and soul-searching.

Above all, Do It For Denmark is a campaign about what you might choose to describe as ‘babymaking sex holidays’, if you wanted to be particularly blunt about it. In the first year the creative work positioned Spies city breaks as the best way for busy, jaded couples to rekindle their romance and have more sex and as a way for Denmark to increase its birth rate. In the second year, the creative work was refreshed by the incorporation of an extra element - the desperate desire of an older generation to finally get the grandchildren they were longing for.

Through this campaign, creativity achieved amazing things.

It gained massive public interest and media coverage not just in Denmark but all over the world. It gained more than a million YouTube views in just 48 hours. And it converted all this attention into action and bookings that far exceeded the client’s target, with 15.8% more city breaks sold in year 1 and 42.9% more activity holidays sold in year 2, against an objective of 10% growth per year.

And it did all this on a surprisingly limited budget, yielding a return on marketing investment of 1:15.8. Which is to say, for every single Euro invested, Spies got 15.8 Euros back.