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United Nations | Hopenhagen | Singapore

13-Nov-09, 12:43

Ogilvy & Mather has extended its global campaign for sustainability and social change, Hopenhagen, to Asia by launching in Singapore first to tap on the ongoing APEC Summit happening in the city-state.

Hopenhagen is a movement to encourage petitioners to voice out to world leaders to create better sustainability policies in Copenhagen this December during the United Nations Climate Change Conference.

Teams from Ogilvy New York, London, Buenos Aires, Paris and Singapore worked together to conceive this campaign.

OgilvyEarth took the strategic lead on the project and developed a campaign resulting from a series of in-depth interviews with 50 global thought leaders that yielded the insight that no change will happen unless people demand it.

In Singapore, besides a digital drive which incorporates a website and social media initiatives on Facebook and Twitter, over 150 bus stop ads are running at locations around the city where APEC Summit delegates are staying.

According to Danny Phan, regional director, global sustainability practice at Ogilvy Asia Pacific, the local execution of the campaign aimed to break out of traditional avenues of advertising to mirror the delegates’ movements as well as to ensure that world leaders and global executives at the Summit were reminded of Hopenhagen and the green issues behind it.

Other than the integrated features of the campaign, Ogilvy partnered restaurant group IndoChine, which has come out in support of the movement by launching an event, Green Festival, to support Hopenhagen and the International Union for Conservation of Nature.

Other initiatives are also being mooted for rollout for the rest of the Asia-Pacific region in the coming weeks.





Credits:
Project Hopenhagen
Client United Nations
Creative agency Ogilvy & Mather
Exposure Television, print, online



 
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