From Campfire to Leveling Up your skills.
The ObjectivesYear & Services
Client
Højskolerne
Year
2026
Service
Social-First Campaign / Content production / Creator collaborations
The Challenges
The brief was to create an influencer-led campaign for Højskolerne that could increase awareness and relevance among young people aged 18–26 - especially young men and audiences who traditionally do not see folk high schools as relevant to them.
The objective was to reposition the folk high school experience away from outdated stereotypes and instead present it as a modern, valuable choice focused on skills, personal growth and direction, while driving engagement and traffic to Højskolerne’s digital platforms.
The Brief
Create awareness and sign-ups among the specific target audience.
What we did.
OOH
The Cast. The solution was built around Bedøvende - a creator trio that perfectly matched the core target audience.
Most importantly, they shared the same preconceptions about folk high schools as the target audience itself, making their journey into the experience authentic, believable and highly relatable.
The Hero Content. To reposition højskole for a new generation, we created the concept Level Up.
Instead of focusing on traditional højskole narratives around “finding yourself” or community, the campaign reframed højskole as a place for progression, skills and momentum.
Through competitive challenges, real-time learning and creator-led storytelling, Level Up connected directly with a generation driven by self-development, ambition and the desire to move forward.
Let’s Work Together
Hi! I’m Kasper - one of the founders here at Social Works. I would love to get together for a talk. So, don’t hesitate to write me if you’re curious to know more about our work.
-- kasper@social-works.com