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The bold idea behind the Gold Award win 

The Life Quality Insurance campaign has won Gold at the Epica Awards 2025 in the Public Services category, which is one of the world’s leading creative competitions judged exclusively by journalists. With more than 200 editors and senior reporters from over 60 countries on the jury, the award recognises ideas that stand out for their originality, storytelling power and PR impact. 

‘Life Quality Insurance’ is a bold campaign concept. Its message was simple and radical: “Come to the Greater Copenhagen Region to work and live. We’re so sure you’ll love your life here that, if you don’t, we'll give you the ticket home.” 

The campaign offers a guarantee of a better, happier, more fulfilling life in the Greater Copenhagen Region. By inviting international professionals to relocate with this reassurance, it positioned the region as a place where you have both strong career opportunities and a high quality of life. 

The ‘Life Quality Insurance’ campaign was developed in close collaboration with Ogilvy Denmark. Camilla Ploug, the creative director at Oglivy says: 

" To be judged – and honored – by a jury consisting of the sharpest journalists, who are experts in spotting a good story and assessing PR value – well, it's a wild recognition. A huge thank you to Copenhagen Capacity, for being brave and believing that an unconventional approach can be the most effective way to create resonance."  

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

A place branding campaign with global impact 

With the creative approach and distinctive tone of voice, the campaign captured 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% 

• 4 awards and 9 nominations  

This level of traction not only exceeded all expectations but also helped establish Copenhagen Capacity 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. 

Read more about the campaign here.

See the winning case at Epica Awards.