In Denmark, Arthritis affects more people than any other disease – by far. But even so, it’s rarely addressed by national media, in politics or culture. It’s also rarely treated.

Most people “suck it up,” or is told to “suck it up” by their doctors, as there’s no cure. This has led to the belief that there’s no treatment.

More so, most tend to think that arthritis is something only old people get – when they’ve lived a long and arduous lives.

None of this is true. And the brief was to get people to acknowledge that their aches and pains might be caused by arthritis.

We needed to make The Danish Rheumatism Association appear approachable – and attract members – so that patients can get the treatment they need to live a healthy, active life.

In this humorous and surprising film, a choir of ordinary people is gathered in the historic royal Danish Academy of Music to perform a... lamentation.

Each member of the “pain choir” plays on an instrument – everyday objects, that causes pain for arthritis patients, like jam jars, knives, and stairs – and their wailing is orchestrated into a symphony of pain.

All to illustrate that groans and sighs are in fact signs – our bodies are screaming for help. And if you recognize the song, it’s high time you started listening to your body so that you can get proper treatment.

As of writing, the campaign has hit all major KPIs – with reach going 217% beyond target and clickthrough’s 120% beyond target.