Famous actors, Nordisk Film, Day Birger et Mikkelsen and Coop Danmark behind a major, unconventional fund raiser developed to raise millions for the Red Cross
The 1st of August will see the premiere of an unusual commercial in Nordisk Film’s Danish cinemas.
It’s two minutes long, directed by Susanne Bier and the Oscar winning scriptwriter and director, Anders Thomas Jensen, and stars Mads Mikkelsen, Paprika Steen, Nikolaj Lie Kaas, Sonja Richter, Nikolaj Coster Waldau and Zlatko Buric.
The Danish Red Cross Club 10 project revolves around giving a variety of well-known Danes DKK 50,000 to invest and seeing who can produce the best return. The commercial is part of this year’s Club 10 project that encourages you to support the Danish Red Cross by buying a special Red Cross carrier bag in any one of Coop Danmark’s 1,200 stores or one of the specially designed t-shirts from Day Birger et Mikkelsen. The t-shirt can be purchased in Magasin and Illums, as well as at selected stores nationwide.
Coop Danmark has produced two million shopping bags, which the customers can buy at Kvickly Xtra, Kvickly, SuperBrugsen, Dagli-/LokalBrugsen, Fakta and Irma with a specially designed Red Cross logo, which will cost an extra krone that will go towards the Red Cross’ humanitarian work.
The t-shirt from Day Birger et Mikkelsen comes in both a men’s and women’s version in black, green, red and pink. The design on the t-shirt is a graphical interpretation of the Red Cross. It was created by Day Menswear designer Lene Carlsson, who won Nat&Dag’s innovation award for Copenhagen’s Metro uniforms. It costs DKK 295,00 and all profits go to the Red Cross.
Additional information:
63 95 50 88, Day Birger and Mikkelsen, Managing Director Peter Ingwersen.
40 11 67 16, Nordisk Film Communications, Manager Director Kenneth D. Plummer.
35 37 42 32, Art Management (on behalf of the actors), Dir. Ulrich Møller-Jørgensen.
43 86 44 68, Coop Danmark, Communications Director Jens Juul Nielsen.
35 25 92 25, Danish Red Cross, Press Officer Helge Kvam.
