In a market where attention is scarce and advertising is easily ignored, 3 adopted a new brand strategy: choosing to reflect culture over advertising, through a unique storytelling collaboration with Danish singer and poet Tobias Rahim.
The result was a record-breaking 98% ad recall in cinemas, the highest ever measured in Denmark.
Built around mystery and emotional storytelling, 3 set out to create something people would genuinely want to watch – a story of distance, closeness and connection – entitled ‘Close – No Matter How Far’ – a story that chimes with the essence of 3’s brand promise.
The campaign’s 98% ad recall in cinemas set a new national benchmark, while positive impression of 3 increased with +53% compared to the previous 5‑year benchmark, and reached the highest level ever recorded since 2013.
At the heart of the story is Tobias Rahim’s relationship with his son. Interwoven with an animated fairytale sequence, ‘Close – No matter how far’ is rooted in real life: a father missing his son, and how a simple phone call and bedtime storytelling ritual brings them closer together.
The 120-second film was crafted to cinematic standards, featuring an original score, filmic visuals, and Denmark’s first commercial mixed in Dolby Atmos. Through the “Big Cat and Small Cat” universe, the film explores the authentic relationship between Tobias and his son.
This emotional honesty is what audiences connected with. The desire to stay close across distance is universal and deeply relatable, and the campaign deliberately positioned the film as culture rather than advertising. Instead of leading with product messaging, 3 stepped back and handed Tobias full artistic control, allowing the work to focus on human connection and cultural relevance.
The rollout followed a cultural playbook rather than a traditional media campaign. The launch included a cinema premiere, real movie posters and billboards in spaces typically reserved for feature films, and a 24-hour exclusive release on Tobias’ own channels before wider brand amplification. No cut-downs. No interruption.
The impact has been significant. The campaign’s 98% ad recall in cinemas set a new national benchmark, while positive impression of 3 increased with +53% compared to the previous 5‑year benchmark, and reached the highest level ever recorded since 2013. Positive brand reputation and buzz rose by 91% compared to the previous 5-year benchmark, also reaching the highest level ever recorded. Furthermore, the campaign achieved 100% positive sentiment.
Local industry experts have praised the campaign, describing it as a “paradigm shift” in Danish commercial filmmaking, and it was acknowledged with Gold, for Best use of Video, at one of Denmark’s biggest industry award shows, Danish Digital Awards. The campaign also won Silver for Best Creative and Bronze for Best Media, at EMEA The Drum Awards, proving its impact and innovative model for attention, in an international context.
By stepping out of the narrative and being less brand-centric, 3 delivered record levels of attention and brand perception, pointing towards a new model for how brands can connect with customers.
Watch “Close – No matter how far” here.