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We’re thrilled to announce that our Life Quality Insurance campaign, developed under the Greater Copenhagen Region place brand, was awarded Silver in the PR category of Challenger Brand at the prestigious Cannes Lions Awards 2025. 

The campaign was also shortlisted in the Consumer Services / Business-to-Business category, further underlining its cross-market relevance.

With over 26,900 global submissions and 1,531 entries in PR alone, earning one of just 14 Silver Lions is a milestone for Copenhagen Capacity and our partners. 

This is our first-ever Silver Lion, and a proud moment for all involved. More than an award, it’s a recognition of the power of bold ideas, creative risk-taking, and a strong belief in what makes our region unique. It’s also proof that reimagining how we attract international talent can spark meaningful impact—locally and globally.

Introducing the Life Quality Insurance - see the full video here: 

A different kind of insurance
Life Quality Insurance is the first of its kind. It offered a guarantee on a better, happier more fulfilling life in the Greater Copenhagen Region. By inviting international professionals to relocate to Greater Copenhagen, the campaign positioned the region as a place where career opportunities and quality of life go hand in hand.

Its creative approach and distinctive tone of voice sparked attention across digital and earned channels, and the results speak for themselves:

• 450 million+ impressions
• 22 million DKK in earned media
• Sign-ups from 93 countries
• 2,800% more sign-ups than anticipated
• A return on investment of over 14,000%

This level of traction not only exceeded all expectations but also helped establish Copenhagen Capacity with its place brand, Greater Copenhagen Region, as a frontrunner in international place branding.

The campaign was developed in close collaboration with Ogilvy Denmark and made possible through co-funding from Interreg Öresund-Kattegat-Skagerrak and Greater Copenhagen. We thank our partners for their creativity, trust and teamwork throughout the process.

This award confirms that place branding, when done right, can make a real impact, not just creatively, but culturally and economically. And we’re just getting started.

About the Cannes Lions Award
The PR Cannes Lions celebrate the craft of strategic and creative communication. The works in this category demonstrate how original thinking, transformative insight, and a strategy rooted in earned media have influenced opinion and driven progress and change in business, society, or culture.