In the first initiative, a mobile-first scenario game took players through six conflicts based on true events. Players were tasked with taking action to become successful prison officers, and after each decision, a real prison officer debriefed and ranked a player's decisions accordingly. The digital universe put players into the shoes of prison officers, helping illuminate what happens in some of Denmark's top security prisons.

In an immersive 360° experience, viewers could explore two of Denmark's most secure prisons while listening to real stories from guards. The VR Experience was integrated inside an event truck alongside the interactive scenario game, info boards, and several prison officers recruiting potential colleagues. Explore Vestre Fængsel in 360° VR below.

Explore Storstrøm Fængsel in 360° VR

To give the public a glimpse into the education and daily duties of a prison officer, the mini-series “A day in the uniform” followed four influencers competing against each other in teams. The influencers participated in training and tests, competing to be named the best prison guard team of the day. The series gave viewers a unique look into what it takes to train and work as an officer and garnered over 13.200.000 media impressions during the campaign.

Campaign site