On December 7, 2009, leaders from 192 countries met at the UN Climate Change Conference (COP15) in Copenha- gen. During the months leading up to COP15, our assignment was to raise awareness for the conference while empha- sizing the leadership role businesses must take to create a more sustainable planet.
CHALLENGES & APPROACH
Months before COP15 even started, the consensus was that an international treaty would not be signed. We decided early on that we wouldn’t let the negativity surrounding the conference come through in our campaign. Instead, our approach was to develop a positive message of change that could connect every person, every city, every corporation and every nation to the city of Copenhagen. And eventually, help turn Copenhagen into Hopenhagen.
THE BIG IDEA
The Hopenhagen campaign became a movement, a moment and a chance at a new beginning. It was the hope that we can create a global community that will lead our leaders into making the right decisions. And the promise that if we all do our part to help solve the climate crisis, we could end up solving the economic crisis as well. Working in col- laboration with illustrator Andrew Bannecker, we created the “Bottle of Hope” campaign around three of Coke’s most accomplished sustainability initiatives — recycling, water conservation and the Plant Bottle made from up to 30% renewable plant-based materials. This campaign was featured predominately in Copenhagen during the conference and helped establish a positive outlook amongst the chaos of the talks.
With the “Bottle of Hope” campaign, Coke significantly extended the reach of the Hopenhagen movement among opinion leaders and environmentally aware consumers — and helped create a vital new community of nearly 6 million passionate and empowered citizens of Hopenhagen. These citizens are already using their collective power to make sure that the COP PlantBottlemade 16 conference brings us even closer to a ratified treaty and a more sustainable way of life.