Case Study - Kneecap
Cultural Impact
How a Rap Cypher Helped Kneecap Hit Hard with Danish Audiences.
The Challenge
Making a political Irish Hip-Hop film resonate in Denmark
Kneecap, an Irish-language comedy-drama rooted in politics, rebellion, and hip-hop, isn’t your typical mainstream release. So when Camera Film brought it to the Danish market, the brief wasn’t just to “promote a film” — it was to find cultural relevance.
The Insight
Culture speaks through Culture
Rather than simply translating the message of Kneecap, we remixed it. Literally.
Our core idea: let local rappers reinterpret the film’s energy through their own lens. Enter: a Danish-language rap cypher inspired by the themes, tone, and chaos of Kneecap — crafted and performed by Danish hip-hop creators.
The Creators
This wasn’t content about the film. It was content from the film.
We collaborated with top Danish rap creators to produce a branded cypher video, featuring custom verses directly inspired by Kneecap’s story and characters.
- The video was published on the film distributors’ own channel
- It was also shown after the end credits in cinemas — blending film and local culture seamlessly
- Lyrics based directly from the film’s themes of resistance, language, and identity.
Creator Content
Interviews & rap Cypher
We created dynamic, social first content for Kneecap
with interviews about the film and a cypher based on the film.
Film Content
Platform ready Edits
We produced platform ready edits of the film’s key content
including trailers, clips, and promotional moments, ensuring
every asset hit fast, felt native, and built momentum for the release.
The Performance
Results
in numbers
Creator Content bet the Trailer.
The cypher content not only performed, it proved that audience-led storytelling beats traditional film trailers on social — especially for culturally niche titles.
Lower CPV
Higher CTR
What Film Marketers Can Learn
Don't just localize. Culturalize.
Translating trailers doesn’t hit like seeing your country’s artists make something new from the material.
Post-credit content isn't dead
Audiences loved seeing the cypher after the film — it gave Kneecap a shareable, real-world “aftertaste.”
Creators aren't just apmplifiers - they're translators
The rappers weren’t just influencers; they were interpreters, bringing new meaning to a non-Danish story.
Want to do
this yourself?
Here's what to prioritize:
- Collaborate with creators who understand your audience, not just your genre
- Design your campaign for iteration - include time and budget for multiple creative rounds
- Focus on measurable KPIs like hook rate, engagement, and view-through
- Don’t just go organic - support creator content with strategic paid media
FinalThought
Kneecap was a cultural gamble — and a creative one.
But when local artists are empowered to respond instead of repeat, even the most niche films can land with the force of a headliner.
Do you also want to start driving communities on TikTok?
Reach out today and set up a meeting.