CASE STUDY Kneecap
How a Rap Cypher Helped Kneecap Hit Hard with Danish Audiences
Release
November 2024
Estimated read time
5 min.
SERVICES
Creators
_steenen
lukasivanhoe
josefineviva
spontanelly
PLATFORMS
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 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.
This wasn’t content about the film. It was content made from the film.
THE creators
We collaborated with top Danish rap creators to produce a branded cypher video, featuring custom verses directly inspired by Kneecap’s story and characters.
creator Content
_steenen
lukasivanhoe
josefineviva
spontanelly
Film content
THE RESULTS
Creator Content bet The Trailer
lower CPv
66%
higher CTR
+33%
The cypher content not only performed, it proved that audience-led storytelling beats traditional film trailers on social — especially for culturally niche titles.
What film marketers can learn
Translating trailers doesn’t hit like seeing your country’s artists make something new from the material.
Don’t just localize. Culturalize.
Audiences loved seeing the cypher after the film — it gave Kneecap a shareable, real-world “aftertaste.”
Post-credit content isn't dead
Creators aren’t just amplifiers - they’re translators
The rappers weren’t just influencers; they were interpreters, bringing new meaning to a non-Danish story.
Want to do this yorself?
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
Here’s what to prioritize:
Final thought
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.