Ministry of Environment 


Digital Experience, Campaign, Film & Animation


Research and insights, Analysis, Strategy, Concept, Storytelling, Communication, Copywriting, Graphic design, Video, Landing page, Project management

By using effects from the tabloid press and crime series, we helped the Danish Ministry of Environment  inform the public about uncertified scrapyards and create a behavior change, without pointing fingers.
With a massive campaign, displayed on outdoor banners, in print media and on digital platforms, we led the audience to a short, but significant video on the website (translates to 'scrap ignorance now').
In the video, we meet a Danish car owner who gets an unexpected visit from the police after having delivered his car to an uncertified scrapyard – though unknowingly. The point was not to criminalize the man, but to demonstrate that one cannot necessarily see with the naked eye, if a given scrapyard has secrets.

With more than 500.000 views on YouTube, the campaign generated PR-value for more than 15 times its budget – but most importantly,
25% more cars were delivered at
authorized scrapyards.


"With a campaign playing on well-known effects from tabloid press and the crime genre, we pushed the boundaries of the traditional, public campaign."

 Jakob Sick Nielsen, CEO, ps. communication

Still curious?

For more information, contact

Jakob Sick Nielsen, CEO

Tel. +45 2094 9595