The Danish Association Consulting Engineers (FRI) needed its energy report to cut through the noise and genuinely impact Danish policymakers and media ahead of the 2025 Finance Act. Recognizing the report's critical message about Denmark's fragile energy infrastructure and blackout risks often went unnoticed, Uncle Grey created the 'Blackout Box.' This prepper kit, featuring five essential items linked to report insights, served as a disruptive, tangible intervention. It effectively shook influential audiences out of complacency, making the nation's energy future an immediate, cultural concern rather than just another overlooked policy document. 

Keep the Lights On 

Famous

To ignite cultural value and amplify the idea's impact, Uncle Grey engineered a powerful collision of difference: transforming the dry, complex issue of energy infrastructure into a tangible, attention-grabbing experience. They juxtaposed the very real threat of blackouts with the often-ignored complexity of energy policy, creating the 'Blackout Box.' This tongue-in-cheek prepper kit, sent to influential policymakers, media luminaries, and thought leaders, compelled engagement. Each box, with its tailor-made cover letter and five essential items, served as a physical manifestation of the report's insights. By making the abstract threat of blackouts undeniably real and even playfully unsettling, the Blackout Box generated significant media buzz and political engagement, shaking stakeholders out of complacency and ensuring the report's critical message resonated deeply. 

Effective

• 700,000+ Danes Reached 

• 8-Min. Press Release Read Time (vs. <1-min. avg.) 

• 32% Opening Rate (vs. 18% avg.)