Esbjerg has advanced a lot in it’s just 150 years. But since bragging is not something that comes natural around that part of Denmark, few actually know of the success. And that’s despite the fact that there is a lot to be proud of. In connection with the city’s 150th birthday the municipality wished to create a sense of pride around the city’s success. The campaign “Pral for Esbjerg” was born, confronting the many prejudices surrounding Esbjerg through self-irony and humor. The campaign was led by a 5-part web series following the eccentric self-proclaimed “bragging-coach” Jes S. Bjerg on his mission to convert the notoriously retaining citizens of Esbjerg to proud ambassadors of their unique and lovely city and the challenges that were bound to arise along the way, playing a key role in restoring local pride in a city worth bragging about.

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