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In Denmark, it's pretty normal for people to ride bikes while drunk, especially the young folks. This target group can be especially hard to reach. Therefore, we knew we had to meet them where they hang out the most - on social media. It's no easy feat grabbing their attention there, and they breeze by ads like it's second nature. That's why we made a raw film that shows just how fast things can take a turn for the worse. We wanted it to feel real in order to grab their attention and encourage the youth to think twice before hopping on a bike while drunk. And of course also convince them to look out for their buddies' safety too.

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