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The objective was to reposition the folk high school experience away from outdated stereotypes and instead present it as a modern, valuable choice focused on skills, personal growth and direction, while driving engagement and traffic to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. We didn't just choose creators who could reach the target audience. We chose creators who thought like them.
Enter De Bedøvende; a creator trio whose audience, personality and perspective made them a natural fit for the campaign.
They shared the same preconceptions about folk high schools as the very people we wanted to reach. Rather than pretending otherwise, we made that skepticism part of the story.
Their journey became an authentic and relatable way to challenge perceptions showing the audience what a folk high school experience could actually offer.
The Hero Content. Same experience. A whole new perspective.
To make Højskolerne relevant to a new generation, we created Level Up; a creator-led concept that challenged the traditional narrative.
Rather than focusing on familiar themes of self-discovery and community, we put skills, challenges and personal progress at the centre of the story.
Through friendly competition, hands-on experiences and authentic creator storytelling, Level Up showed a new audience that folk high schools aren't just about finding yourself. They're also about discovering what you're capable of.