Speaking of

Denmark is officially one of the happiest countries in the world. Smørrebrød, hygge, bikes everywhere—you know the drill. But beneath the surface, 25% of Danish men rarely engage in deep, personal conversations. They’ll talk about football, DIY projects, and the best way to grill a steak for hours—but actually checking in on a friend? Not so much.

So how do you get men to open up without making it awkward? You don’t force deep conversations—you sneak them in where men already talk. That’s the genius behind "Speaking of..." (Apropos in Danish), a campaign designed to plant subtle conversation starters into everyday life. Whether it’s in a pub, at a gym, or during a fishing trip, the phrase "Speaking of..." became a trigger to take chats just one step deeper.

By repeating "Speaking of..." across multiple touchpoints, the campaign created a ripple effect—turning a casual phrase into a nudge for more meaningful conversations. In the process, Call me went from being just another telco to the brand that actually gives people something to talk about.