Creator of DSR "Nurse performs CPR with her breasts" explains the idea.

The campaign for DSR - Dansk Sygeplejeråd - has created a few waves in the Danish press as we reported last night when we posted the viral video where a nurse revives man with her breasts.
Politiken.dk says Nurses regret bare chest and quote Managing Director Anne Granborg stating; "We've missed the mark with this one, and for that I am sorry" ("Nej. Vi har ramt skævt her, og det beklager jeg") - which is quite different from what she said last week when the campaign was applauded both by the client and the public. The campaign was relaunched with a by now well worn "flash mobs stand still" event at Copenhagen's main train Station in May.
To get a better idea of where this is coming from, I asked Hanne Schultz , Art Director at "Hey!", and the creator of this campaign about it. She explains that the campaign to enroll more nurses students from DSR has been running for almost 3 years now, here's a playlist of the long campaign films on youtube, and that the soap opera style films have been so popular that people keep asking for new episodes. That's not where Mrs Breast-CPR comes in though, she's a little twist on the side (aren't they all?).

As a spice to the campaign itself: hvidzone.dk we have in collaboration with the client chose to make three viral clips that runs beside the campaign which were not directly related to the site. We wanted to get the young people's attention on a different level and capture those who were not directly in the targetgroup.
In the three clips we worked differently to give them more edge than the campaign films - that's kind of what viral clips are all about.

Dove's evolution was viewed 1.7 million times in less than two weeks, and again, no tits, but plenty of photoshop. Cadbury's Gorilla had millions of view on the "wth" factor alone (but it was also aired in Cinemas), Robert Carlisle is still walking around the world for Johnnie Walker, even after its well deserved win for craft in Cannes. Carlton's Big Ad was a big viral success, Coke's Happiness machine spread joy around the world. And that's not counting facebooky-tweety things like The Whopper Sacrifice, Ikea's Facebook tag, CP+B's Titanium winning twelpforce, or Old Spice winning the internet. Granted, there's a bare chest in that last one, but they all have one thing in common: they are still on brand and in the right tone-of-voice, they are just on the web.