Global agencies come together for Hopenhagen

By afaqs! news bureau , afaqs!, Mumbai | In Advertising | June 25, 2009
Hopenhagen is an open-source campaign, where people across the globe will have a chance to come up with solutions to protect the earth

The United Nations (UN), along with the International Advertising Association and a coalition of some of the leading global advertising, marketing and media agencies, has launched Hopenhagen, a global campaign which empowers citizens to engage in the December United Nations Climate Change Conference (COP15) in Copenhagen and offer their solutions for climate control.

Hopenhagen is powered by the people and created in the voice of global citizens. The creative inputs from the diverse viewpoints of visitors from around the world engaging with the website ( will be used to generate online and offline content.

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The Hopenhagen idea originated from the fact that the UN Climate Change Conference in Copenhagen is an opportunity to protect people and work towards changing the fate of the planet. The campaign will talk about the need to shift from 'coping' or ignoring our global challenges to 'hoping', and ultimately acting, to create a new reality.

The visuals in the campaign will emphasize the human and economic aspects of climate change by contrasting the challenges we face against the solutions to the problems. The team of agencies that are working on the campaign include Euro RSCG, MPG, McCann Worldgroup, R/GA, Draft FCB, Colle+McVoy, Ketchum, Interbrand, Tribal DDB, Digitas, Saatchi & Saatchi and Ogilvy & Mather.

The strategy and creative concept for the Hopenhagen idea came from the Ogilvy & Mather team; the digital framework and direction were developed by Colle+McVoy; while the global PR and messaging plans were spearheaded by Ketchum.

"We believe in the power of movements to inspire and bring about real change," says Tham Khai Meng, worldwide creative director, Ogilvy & Mather. "Hopenhagen was created to be a campaign of the people. It provides a platform for individuals around the world to participate and have a say in the future of the world," he adds.

The first set of creatives can be seen at the ongoing Cannes Lions International Advertising Festival, and at the John F. Kennedy International, Los Angeles International and London Heathrow airport.

For the record, the IAA is headquartered in New York and was founded in 1938. It has 56 chapters in 76 countries and is a global partnership whose members comprise advertisers, media, advertising and public relations agencies, media companies and academic institutes.