- Brand strategy
- Brand platform
- Campaign concept
- Film production
- Photo production
- Social media content
- Digital design
- Webdesign
The challenge
By & Havn is part of Copenhagen’s urban planning and development organisation. One of its areas, Ørestad, suffered from a poor reputation among many Copenhageners, often dismissed as a place where nothing much happens. There was an acute need to shift perception and show that everyday life in Ørestad is anything but dull.
Approach
Through several interviews with Ørestad residents, we identified the unique aspects and experiences that make the area special.
Solution
The solution was a campaign that directly addressed the challenge but showcased all the experiences Ørestad has to offer, concluding with the humorous tagline, “Nothing happens in Ørestad.”
Result
The strategy and campaign delivered significant improvements in the brand’s positioning. Copenhageners became more positive towards Ørestad, and there was increased awareness and twice as many respondents who viewed By & Havn favorably.
“There are many prejudices about Ørestad among Copenhageners, but those who live here believe their district has something special to offer and are tired of the stereotypes. That is why we launched this campaign, which in a fun and quirky way highlights that Ørestad has grown and that everyday life is thriving here.”
Anne Skovbro
CEO, By & Havn
