Warning: This portrait of a world without fresh air might profoundly depress you

A strong case for opening a window from Danish agency &Co

Published On
May 24, 2018

Editor's Pick

Velux, the window and skylight brand, has gone to extreme measures to persuade us to let a little fresh air into our homes in a new online film.

Created by Danish agency &Co, the film is entitled "The Indoor Generation" and is narrated by an almost unnaturally pale little girl who explains that her generation is being raised in a society that spends too much time indoors.

She describes how society has built itself homes imbued with artificial light, chemicals and toxicants and has kept out daylight and fresh air--resulting in conditions such as asthma and allergies and kids who can't concentrate in school.

Directed by Martin de Thurah via Bacon, it's a depressing, dystopian portrait that might well have you reaching to open a window before the finale of the three-minute video--which of course ends by revealing that all will be well if you just bother to put in a Velux window.


May 24, 2018
Client :
Account Director :
Christian Grosen
Account Manager :
Sarah Gandil
Creative Director :
Robert Cerkez
Senior Art Director :
Henrik Tvilling
UK Copywriter :
Thomas Golzen
Senior Strategic Planner :
Lone Tvedergaard Bach
Strategic Planner :
Katrine Thamdrup
Head of Social Media :
Morten Saxnæs
Senior Social Media Planner :
Emil Towity
Graphic Designer :
Anders Martin Jensen
Graphic Designer :
Brian Dahl
Executive Agency Producer :
Anders Toustrup Darre
Agency Producer :
Anne-Mette Lund
Agency Editor :
Alexander Topsøe
Production Company :
Executive Producer :
Mette Jermiin
Producer :
Charlie Gaugler
Director :
Martin de Thurah
Director, Photography :
Kasper Tuxen
Focus Puller :
Daniel Parmo
Gaffer :
Thomas Bekker
Best Boy :
Alex Suhr
Grip :
Christian Brøndum
Steadicam Operator :
Flemming Laybourne
Manager :
Birgitte Rask
Production Designer :
Simone Grau Roney
Propsmaster :
Stylist :
Melanie Buchhave
Wardrobe :
Melanie Buchhave
Makeup :
Jeanette Svendsen
Extra Coordinator :
Laura Valentiner-Bohse
Assistant :
Laura Valentiner-Bohse
Sound Recordist :
Jamie Louis Thurman
Post Production :
Bacon X
Editor :
Olivier Bugge Coutté
Colorist :
Hanibal Lang
Visual Effects :
Bacon X
Sound Design :
Sound Design :
Simon Torp Littauer
Sound Design :
Adrian Aurelius Skovgaard
Music Composer :
Music Composer :
Gregers Mærsk Møller
Production Manager :
Christina E. Nielsen
Photographer :
Søren Solkær
Digital Retouch :
Eli Larjboschitz
Digital Retouch :
Mogens Wittrup
Global Media Partner :
Oath Nordics
Account Director :
Kenneth Landbo
Account Strategist :
Rasmus Mikkelsen
Project Manager :
Louise Brogaard
Head of Content Distribution :
Jan Jakob Holm-Weber
Global Hub Leader :
Paula Mc Nulty
Associate Director :
Emily Mitchell
Account Director :
Julie Williams
PR Assistant :
Fiona Duncan
Agency :
& Co.-Denmark
Senior Copywriter :
Peter Dinesen
Art Director :
Ole Hoffmann
Art Director :
Kristoffer Winther
Art Director :
Katrine Winblad
Art Director :
Lea Flodgaard
Casting :
Claire Catterson
Casting :
Art Cast
Casting :
Lena PÃ¥ske
Casting :
Another Casting Company

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