In the realm of young children’s television channel DR Ramasjang, the Eurovision song contest has taken on a new form. Every year, kids from all over Denmark work creatively to create fun and excentric contestants out of the core cardboard tubes of toilet rolls, to participate in the The Mini-MGP (mini - melody grand prix) aired as a big TV show on Ramasjang.

The figures are called RULLINGER, which is a fun hybrid word between ROLLINGER (translates to “brats”) and RULLE, meaning “roll”.

This year the creative idea grew from the fact that grown ups all over Denmark hoarded toiletpaper in a frenzie, following the announcement of national lockdown, due to the Corona virus. The campaign took advantage of this fact and associated it with the need for kids to make RULLINGER.

So we both humorously ridiculed the embarrassing grown ups, and at the same time increased awareness on the upcoming MINI MGP.

The campaign was a great success