Let’s get rid of sexist and outdated naked calendars that still hang in many workplaces in the construction industry. This was the goal of the campaign ‘Come and Take Me – DOWN,’ which FRIDAY developed and executed in collaboration with TEKNIQ Arbejdsgiverne. Strategically, the campaign supports TEKNIQ Arbejdsgiverne’s vision of contributing to creating a business environment that takes its social responsibility seriously.

The calendar is a prime example of how sometimes a campaign doesn’t need to be complicated, budget-intensive, or extensive to be effective. The core element is the classic naked calendar, which still hangs in workshops, construction trailers, and lunch rooms. In our calendar, we placed it in out-of-context workplaces such as a kindergarten, an undertaker’s office, and a dentist’s office with the text ‘Come and Take Me – DOWN’. This way, the campaign highlights the absurdity of looking at naked bodies during work hours, regardless of the type of workplace.

The campaign went viral and received over 160 editorial media mentions, ranging from Se & Hør to Information. It also sparked intense debate on social media and even earned its own question card in the 2023 edition of the game ‘Det Dårlige Selskab’.