This is the aging project of famous Danish comedian called Casper Christensen who Sepia and DDB casted for an online campaign for what you could call the Danish version of The Yellow Pages. You use Krak to search for people and businesses.
It’s an online movie experience where you use Krak to search for items to hand to Casper during the movie, so you can help him get on. It starts with him waking up extremely hung over and with no memory from the night before, and he has to get back to Copenhagen for an important meeting. What you hand him determines the course of his path. If you fail – you will see this image, where he sees himself old and married to this woman with a bunch of kids.
It was important that they looked REALLY old, and it’s supposed to be this dramatic and exaggerated. So that’s the reason why they almost look like zombies.
This campaign won the “Media” category at the Danish Internet Awards in 2012 and silver in the categories “Campaign Sites” and “Digital Campaigns” at Creative Circle Awards 2012.