Rådet for Sikker Trafik (The Danish Road Safety Council) and Worth Your While set out to reach this hard-to-engage audience. Their new campaign, Op i røg (Up in Smoke), includes two hard-hitting PSA films and a deliberately provocative product: a pack of rolling papers designed to look like Danish driver’s licences. The custom “Up in Smoke” papers — printed with mock licence details — will be sent to key influencers and media during the campaign’s PR launch.
“We know it sounds extreme to turn a driver’s licence into rolling paper,” says Lukas Lund, founding partner & creative director at Worth Your While. “But sometimes you need something just crazy enough to make young people stop. It’s not about glorifying anything — it’s about creating a hook that opens a difficult conversation.”
The campaign reframes an abstract legal warning into a direct, personal question for young Danes: Is driving high really worth it?
Directed by Casper Balslev and produced by new-land, the campaign films pair emotional storytelling with a signature green visual identity and striking metaphors — including licences dissolving into smoke. By choosing full animation rather than documentary footage, the agency avoids any sense of staged scenes while staying true to real cases and protecting identities.
The approach draws on deterrence research from drunk-driving interventions. The result: a campaign that shows the real-world consequences of drug driving, from routine police detection to the heavy aftermath — three years without a licence, relying on public transport, and the disappointment of friends and family.
“Our surveys, police charges and accident statistics all point to far too many young drivers taking cannabis driving far too lightly,” says Karina Petersen, VP at the Danish Road Safety Council. “This campaign warns them that their behaviour can have major consequences — for themselves and for others.”
Christian Berthelsen, police assistant, corporate communications at the Danish National Police, adds: “Every year, thousands are charged with drug driving, many under the influence of cannabis. When you take mind-altering substances and go out in traffic, you risk your own life and everyone else’s. Drugs and driving simply don’t mix.”
The full campaign runs across youth-focused platforms including TV 2 Play, Viaplay, HBO Max, YouTube, Instagram, Snapchat, mobile games and digital screens in schools and technical colleges.
Credits
Client: Rådet for Sikker Trafik
Vice President; Karina Petersen
Senior Project Managers: Morten Wehner & Lisbeth Sahl
Project Manager: Sally Elvekjær Urquizu
Creative Agency: Worth Your While
Creative Directors & Partners: Lukas Lund & Tim Pashen
Design Director & Partner: Carl Angelo
Creatives: Isa Bella Madelena Normark, Frederik Emil Vedersø & Alexander Winge Leisner
Chief Strategy Officer: Tali Madsen
Account Manager: Christine Lorentzen
Account Director & CEO: Morten Ingeman
Production Company: new—land
Director: Casper Balslev
Executive Producers: Sara Samsøe & Gareth Warland
Producer: Gareth Warland
Production Manager: Julie Seifert
Animation: Partizan Studios
Animation Director: Jack Brown
Animation Producer: Leo Green
Director of Photography: Niels Thastum
Editor: Olivier Bugge Coutté
Colourist: Hannibal Lang
Sound Design: Brian Dyrby
Music: Andréas Pfannenstill
Stills Photographer: Oliver Knauer
Please visit wyw.agency
