Last September, the UN Secretary, General Ban Ki-moon appealed tothe heads of the global agency holding companies for their assistancein achieving a positive outcome at the COP (Conference of Parties) 15UN Climate Change Conference in Copenhagen to, in his words, Seal theDeal.

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

The brief was delivered to ad agencies across all the holdingcompanies, including the Ogilvy global network. The Ogilvy campaignidea, called "Hopenhagen," was selected in a highly competitiveeight-agency pitch with three rounds of rigorous reviews by theInternational Advertising Association (IAA) and the United Nations herein New York.

Teams from Ogilvy New York, London, Buenos Aires, Paris andSingapore worked together to conceive this campaign that, at its core,has the ambition to create a movement and drive change.

“Hopenhagen” is a perfect example of all that makes Ogilvy great. Itis a standout creative idea that has a compelling big ideaL: “Webelieve the world will be a better place if people feel empowered toinfluence their leaders to make the right decisions about our future atCopenhagen.” It is a movement and a chance at a new beginning. The hopethat we can create a global community that will lead our leaders intomaking the right decisions. The hope that we can solve ourenvironmental crisis and our economic crisis at the same time.Hopenhagen is change – and that change will be powered by all of us.

The movement uses all available social media outlets to empower thecitizens of the world to become content generators and “seal the deal.”It will include a robust digital platform, featuring global videocontent, social media tools, curricula, and action items, globaladvertising and media, original content and distribution opportunities,and events.

The campaign was unveiled to the IAA Worldwide Board, theCopenhagen Mayor’s Office, the Denmark Ministry of Foreign Affairs, thecreative community, and the press at The Cannes Advertising Festival inJune and it was met with great support and very strong endorsements.The announcement at Cannes was accompanied by a teaser campaignfeaturing out-of-home advertising to generate awareness of theoverarching campaign idea. The full campaign will continue to evolvewith a robust 360 global launch in September.

To get involved with the movement let your voice be heard by posting your message of hope at http://www.hopenhagen.org.