Academic rigor meets personal growth, and the art of crafting a youth manifesto

Following our successful 2019 campaign, Efterskoleforeningen aimed to showcase efterskoler's transformative power and invite attendees to their open house event. However, some advocated for abolishing the 10th grade, which is popular among Danes for choosing efterskole education. To address the needs of families with children in 8th and 9th grades, this campaign balanced academic messages with efterskoler's unique spirit of community, personal development, and responsibility.

And so we created the concept "We are Efterskolen." A concept that speaks to one of the core experiences efterskole students express, the discovery of "finding kinship and friendship with people who are very different from oneself, and that there is room for everyone at an efterskole." The campaign film became a youth manifesto that captures the broad efterskole community, a community where there is room to be a sports fanatic and slacker, dreamer and high achiever, morning groggy and newly in love.