SØNDAG Magazine

It was a freezing cold, early, almost-spring day when Goodwill pulled out all the stops to bring Magasinet SØNDAG’s two new TV commercials to life.

Magasinet SØNDAG is aimed at active women in the prime of life — women who also know how to enjoy it. And those women deserve to be celebrated. Naturally, the commercials had to stay true to the SØNDAG brand, while also doing what commercials are supposed to do: sell a few magazines.

So the plan was:

Create beautiful, cinematic films portraying a rich and active life filled with warmth.

Finding the right locations was therefore an important part of developing the script, as was casting women who could connect directly and authentically with SØNDAG’s target audience.

The locations were secured, the right equipment was packed to make Funen look as cinematic as possible, and the perfect cast was found.

The result:

A strong Goodwill crew had a fantastic shoot day where everything ran smoothly — including the dolly.

Throughout the shoot, including the never-ending pursuit of exactly the right light, our sharp-eyed content creator Katarina captured the action and edited it into a behind-the-scenes vlog, which you can watch here.

Back at the office, one of the main focuses in post-production was choosing the right voice-over. Combined with the cinematic imagery and the inspiring women on screen, it needed to speak directly to the target audience and capture the essence of what SØNDAG offers its readers — while making new readers want to come along for the ride.

Winter swimming optional.