The International Advertising Association and Ogilvy are rebranding the city of Copenhagen into "Hopenhagen" to motivate citizens to partake in a pro-environment movement in the the lead up to the COP 15, the United Nations Climate Conference, to be held in the Danish capital from December 7 through 18.
The campaign aims to promote a message of positivity and hopefulness in hard economic times while highlighting the connection between a healthy environment and a healthy economy. Print ads, TV and a website encourage and enable citizens around the world to connect with their leaders to demand change at COP 15.
At Hopenhagen.org, visitors can learn more about the conference, connect with other Hopenhagen supporters and download a Faceboook "Passport" app to become a "citizen of Hopenhagen." Visitors can also sign an online petition that will be presented by the U.N. to COP 15 delegates.
In December during the U.N. Climate Conference, the city will undergo an actual physical transformation. The "C" on city signs will be superimposed with the letter "H," Copenhagen City Hall Square will be transformed into Hopenhagen and an array of events will be held throughout the week under the banner of "Hopenhagen Live."