Kulturministeriet – Stopmatchfixing Campaign

Unemployed Sports Stars – Stopmatchfixing



The goal of the campaign was to spread info and guidelines on how to stop matchfixing to as many sports athletes as possible. The budget was too small for a national TV campaign, so we had to rely on organic reach and virality on social media.


Several Danish sports stars were ambassadors for the campaign. We used the sports stars and elaborated on the idea of what would happen if matchfixing made all sports stars unemployed. We made a comic video about sports stars that had to participate in TV programs to make a living.


The resulting video went viral on Facbook, getting over 300,000 views, over 700 shares and over 1,400 likes during the first week. The Danish Ministry of Culture stated that it was the most successful campaign video.



Erik Sviatchenko
Niklas Landin
Louise Burgaard
Jesper Grønkjær

Herluf Nørskov – Cook
Morten Krogsgaard – Participant in TV program
Dan Loffredo – Hooligan 1
Martin Christensen – Hooligan 2
Christian Syversen Kring – Extra
Daniel Bredegaard – Extra
Vivi Juul – Extra
Maja Pedersen – Extra
Mahfam Barikbin – Extra
Anders Schlütter-Hvelplund – Extra
Trine Langkilde Hansen – Extra


Production Company: Artbox
Campaign Coordinator: Kiwibirds
Director & Editor: Thomas Meldgaard
1st Assistant director: Martin Rasmussen
Cinematographer: Kasper Jack Larsen
Colorist: Kasper Jack Larsen
Gaffer: Asger Gram Johansen
Sound designer: Simon Kjær
Composer: Simon Kjær
2nd unit Sound mixer: Simon Kjær
Production sound mixer: Rodney Wilkins


Camera: Blackmagic Cinema Camera

Leica Elmarit R 24mm
Leica Summicron R 35mm
Leica Summicron R 50mm
Canon EF-S 17-55mm f/2.8 IS USM