At 6 out of 10 construction workplaces, a nude calendar is hanging. That gave us the idea for this simple campaign, produced for under DKK 100,000: a calendar that each month shows a pin-up calendar placed in workplaces other than those of tradespeople—the gynaecologist, the childminder, the undertaker, etc.

The campaign truly went viral, with 1.4 million views across social media channels, in addition to all the private individuals, organisations, and media outlets that shared posts on their own profiles. The campaign was covered by more than 140 editorial media outlets, from Se & Hør to Information. It even got its own question card in the board game “Det dårlige selskab” that same year. But more importantly, “Come and Take Me – DOWN!” set the agenda by kick-starting a broad discussion about the need for a modern and inclusive working environment.