Safety at Stake

We won a tender to create a campaign for the Danish Safety Technology Authority aimed at warning Danish consumers about the risks associated with shopping on foreign online marketplaces.

In a test carried out by the Danish Consumer Council, 30 out of 38 different products failed to meet safety requirements designed to protect consumers from harmful chemicals, PFAS, choking hazards and electrical faults. Danes love a good deal, but may not realise that in the hunt for the lowest price, they are often putting safety at stake.

With director Peter Salling at the helm, Team Goodwill pulled out all the stops to bring a highly ambitious concept to life in just four short weeks.

In the films, our mysterious main character, The Man with the Hat, personifies the broad range of online marketplaces that manage to circumvent EU legislation. Three different customers enter his shop, where he offers them some incredibly cheap products. Perhaps a little too cheap?

When The Man with the Hat spins his wheel of fortune to find a very special and exclusive discount, however, something else comes as part of the deal — revealed only by looking at the back of the wheel.

The films were shot among a treasure trove of antiques at Karen’s in Bogense, where our production design team had countless unusual props at their disposal to create the shop’s distinctive atmosphere.

At the centre of it all was the large wheel of fortune, brought to life through a collaboration between our multi-talented cinematographer and our exceptionally skilled production design team.

Kalle Perlmutter delivered a fantastic performance as The Man with the Hat, while Claus Flygare, Stine Primdahl and Frantz Martynski played the three customers who simply couldn’t say no to a very special discount.