time-out.png

The Time out Campaign

We were tasked with creating an integrated campaign for Copenhagen Backpackers Hostel, targeting other young Danes in the rest of the country. So we made a campaign that stuck it to the Danish Politicians and fought for young people’s rights.

 

CPH Backpackers Hostel / Integrated

We were tasked with creating an integrated campaign for Copenhagen Backpackers Hostel, targeting other young Danes in the rest of the country. So we made a campaign that stuck it to the Danish Politicians and fought for young people’s rights.

 

 
 

Overview

The foundation is a campaign site to which all other communication leads. The site includes everything you’ll need to have the best possible gap year, while all the other media focused on raising awareness for the cause. We targeted the campaign very specifically at senior high school students, and key dates leading up and following to their graduation.

 
 
 

Campaign site

The campaign site is the hub for the cause, where we'll provide tools to guide you through your gap year. As well as recruit advocates and momentum for our cause. Have a flick through!

 
 
 

The Time Out Kit

We made a custom 'Time Out Kit' you'll recieve upon booking your stay with us to make your upcoming gap year even better.  It includes ear plugs that shuts off the world to better listen to yourself, giant sweets to shut people up and, finally, an ironic guide to Copenhagen that gives you a taste of the student life in a cheeky gap year way.

 
 
 

The Gap Year Degree

The gap year degree is a facebook post posing as a life event. All it does is show your friends that you’re a proud supporter of taking a time out. With the added bonus of confusing you university-enrolling facebook friends. No qualifications needed. Just a good-ol’ lust for life. And a little bit of cheek.

 
 

The Time Out Plug In

We also made a plug-in that, quite literally, gives you a time out while you’re on the internet. The plug-in blocks all content containing words like education, university, gap year, students, slackers, undergrad, postgrad etc.

 
 

The Communication

To get the young Danes to the website, the campaign runs across different media that are either very time-specific or  place-specific to the target. 

 
 

Time Out Stand

To ensure we got the young Danes attention we made our own stand at the university fairs: A stand where you could take a time out from all the education speeches. 

 
 

Toilet Prints 

We wanted to catch the attention of highschool students at a time when they actually had time to spare - in their bathroom breaks from class.

 
 

Ambient

To engage the highschool students in our course we made stencils and toilet graffiti near and at highschools. 

 
 

Hashtag Hijack

When high school student graduate, they flock to instagram to post their joy under hashtag #student2016. So we made them a little card to wish them congratulations with their new found freedom. If you click on the individual images, you reach different short videos that tap into their 'no-more-school' attitude.

 
 
 

Social Media ads

We also made social media ads to be posted up to the application deadline for universities. They tap into the feeling of uncertainty some may have, and remind them that a gap year can be the right choice.  

 
 
 
 

If, by chance, you've already started uni and found you're in the wrong place, we also made ads telling people it's okay to drop out. They will be posted shortly after the beginning of the first semester.

 
 
 
 

Still with us? 
We are much impressed! 
Just a visuel identity to go.

 
 
 

Visuel Identity

The visual identity for the brand was meant to work for the campaign as well as work after it's finished. We specifically wanted to create a symbol that could illustrate what the hostel stands for, while also be a bit more loud and cheeky in the way we use it.