This December, a group of global leaders from 192 countries will converge in Copenhagen for the United Nations Climate Change Conference (COP15), one of the most critical environmental summits in recent history.
A large group of media, marketing, tech and creative partners realized that the COP15 event itself needed to be reintroduced to the world. “These things are very wonkish, very in-crowd and they often happen in far away places,” says Freya Williams, a member of the team who works at OgilvyEarth, the firm that led the strategy and creative executions. But if the group could use that far away-seeming city as part of the event’s brand, they felt they’d be able to give it some real-life heft and also create an aspirational place–a state of mind.
A simple play on words using hope and Copenhagen resulted in the creative idea to brand the event as Hopenhagen.