Denmark’s main TV channel, DR1, was losing younger, more culturally curious viewers, stuck with a schedule of Hercule Poirot and Antiques Dealers. To win them back with something far more exciting, a brand-new channel was launched. We helped introduce it with the most deliberately boring presenter possible, putting all the focus where it belonged: on the content itself, running 24/7. “I’m excited.” Agency: &CO | CD: Robert Cerkez | Role: Creative / AD