The radio channel "P1" is the journalistic flagship of the Danish PBS broadcaster DR.The channel has a very high level of credibility but is generally viewed as dull and old fashioned.

The overall campaign "Thought provoking" was launched with the purpose of attracting young well educated professionals.The brief for this spot was to create an experience that would be open to interpretation by the viewer, so that the decoding of the message actually was the message itself - thus emphasizing the brand essence: Thought provoking.