There was a lovely county

Netflix
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So, NETFLIX asked us to launch ‘The Rain’ – a post-apocalyptic, coming-of-age series for all Nordic markets. Cool brief, eh?

But rather than falling into survival-guide cliches, we soon realised that this show was bout something much deeper than that: Identity. Because who are you, as young Dane, when everything you know, is gone?

To ignite this strategy, we took the most Danish thing there is – our national anthem and rewrote it from present-tense to past-tense. From “There is a lovely country” to “There was a lovely county”.

The song, sung by one of Denmark’s most popular singer-songwriters Oh Land, was used in the show’s trailer, outdoor and on social media, and without giving too much away, ‘The Rain’ was such a success that it has since been followed by two more seasons.