UX Design. Storytelling. Integrated Campaign.
Shaping a new digital era for Kriminalforsorgen
The Danish Prison and Probation Service have long seen a large decline in the number of prison officers, and although part of the reason is political, the organization itself was generally perceived as rather old-fashioned. They needed a recruitment campaign that would show the Danes the many different and exciting aspects of the job.
To do this we created A World Within.
A digital universe that let the viewer explore and interact with everyday assignment of prison officer, starting with a mobile-first scenario game.
A gamified experience of six scenarios based on true events that gave the audience full control over the outcome.
To kick off the campaign we teamed up with four danish influencers and created webisodes built around the game.
Then we created an immersive 360 experience of two of Denmark’s biggest prisons, giving an unique view of the daily life behind the walls.
501.941 missions started
+31 million media impressions
+300.000 new visitors to site
Average time spend of on site: 03:44 min